Gucci’s latest chapter turns up the rockstar energy
Creative director Demna mines the Italian brand’s archives resulting in a campaign that’s daring and decadent
Demna raised eyebrows when he joined Gucci as creative director in March of last year. After all, the Georgian designer had spent nearly a decade turning Balenciaga into one of the most talked-about brands in the world, redefining luxury with oversized silhouettes, sculptural streetwear, and a cheeky sense of irony.
He’s since silenced the critics with Gucci: La Famiglia, a debut collection that channels the house’s legacy while staking out a bold, contemporary vision. The first campaign under Demna taps directly into Gucci’s provocative Tom Ford years, embracing the same unapologetic sex appeal that made the Italian brand legendary.
Shot by Catherine Opie, the campaign showcases a wardrobe that could easily belong to a rockstar’s tour bus as much as a Milan runway. The styling is decadent and daring: 60s tailoring meets 90s-inspired leather and denim. Models channel multiple personas, from sultry socialites to rebellious night crawlers, bringing a theatrical edge to every look.
The collection’s must-have piece – horse bit-detailed denim – anchors the look with instant recognisability. Meanwhile, Demna reintroduces classic it-bags like the Bamboo top handle and the Jackie with attitude. The result? A wardrobe built for attitude with pieces that seduce and provoke.
Having reshaped Balenciaga into one of the defining brands of the 2010s, Demna brings the same energy to Gucci, merging historical bravado with modern audacity. Gucci: La Famiglia isn’t just a collection – it’s a statement. Loud, daring, and rockstar-ready, it proves the house is back on top, and this time, it’s not holding anything back.
Discover the collection on gucci.com.