Gucci introduces new campaign La Famiglia, A New Chapter Under Demna

Gucci introduces La Famiglia, a new campaign that signals the beginning of a new chapter under Demna; one defined by an unapologetic sense of sexiness, extravagance, and daring confidence.

First revealed in September, the collection marks a moment of transition, drawing from the House’s vast archive and visual language across decades, while quietly setting the stage for Demna’s personal vision for Gucci, set to unfold in February.

Photographed by Catherine Opie, the campaign unfolds as a portrait of personalities rather than a traditional cast. Each figure embodies a different facet of Gucci’s universe, shaped by attitude, presence, and an instinctive understanding of what makes something unmistakably Gucci. Together, they form an extended family bound by a shared mindset; a certain Gucciness that transcends era or silhouette.

Throughout the campaign, gesture and styling take on as much importance as the clothes themselves. Ease, posture, and attitude become defining elements, revealing how individual wardrobes come together to create a collective identity rooted in character and iconic codes. The result is a vision of fashion that feels lived-in, expressive, and self-assured.

La Famiglia unfolds through a series of characters whose wardrobes reinterpret Gucci’s signatures with renewed sensuality and Italian attitude. Incazzata appears in a vivid ’60s-inspired little red coat, mirroring her fiery temperament. Gallerista moves with quiet authority in a refined black look, punctuated by the re-proportioned Bamboo 1947 bag.

The Italian notion of sprezzatura — that art of effortless elegance — runs through the collection, visible in relaxed gestures and soft leather mules worn stepped-in. Pleasure-driven dressing extends into menswear, from Direttore’s sharply tailored suit to Principino’s look, shaped by an innate magnetism and ease in commanding attention.

Together, these characters form La Famiglia: a constellation of personas that reflect the many attitudes, contradictions, and desires that define this new Gucci moment.

The La Famiglia collection is available in Gucci stores worldwide and on gucci.com since January 8.