To convey the full “Gucci spirit,” Demna imagined a series of characters gathered under the name “La Famiglia,” each with their own personality and distinctive attitude. In collaboration with Francesca Bellettini, the newly appointed president and CEO, the designer chose to unveil a look book photographed by Catherine Opie on Monday, ahead of the short film The Tiger, directed by Spike Jonze and Halina Reijn, which will be presented Tuesday evening in Milan.