On Monday, Gucci officially inaugurated its new creative chapter: the Demna era. In an entrance true to his flair for surprise, the designer unveiled his first numbered silhouette “Look 37” accompanied by a lookbook shot by American photographer Catherine Opie. The following day, Milan pulsed to the rhythm of The Tiger, a short film directed by Spike Jonze and Halina Reijn, offering a cinematic dive into this new Gucci universe.

True to his desire to translate the essence of the maisons he takes on, Demna sought here to capture what he calls “Gucciness.” To do so, he imagined La Famiglia, a constellation of fictional characters, each embodying a different facet of Gucci’s DNA: extravagance, heritage, sensuality, irreverence.

With this debut collection, the mission was twofold: to anchor Gucci in a trajectory of commercial stability, while affirming the creative power of its new artistic director. Just as he had done at Balenciaga by placing Cristóbal at the center of the narrative, Demna now turns to a familial metaphor for Gucci — a way of strengthening the house’s story while opening it up to a collective narration.

The collection opens with L’Archetipo, a monogrammed travel trunk paying tribute to Gucci’s roots in the art of valigeria. A nod to origins intended as foundational: before becoming a fashion empire, Gucci was a luggage house. Here, Demna orchestrates a dialogue between heritage and reinvention, tradition and modernity.

“Gucci La Famiglia” is set to become the new language of the brand: a set of figures embodying both its history and its future. Where Balenciaga built a narrative around the guiding shadow of Cristóbal, Gucci now reinvents itself as an entire community. A family, in the broadest sense, where each character becomes an ambassador of renewal.

FM