With his first collection, La Famiglia, Demna delivers a vision that balances heritage and reinvention, proving the pairing is far from a mismatch.

Ever since <a href="https://www.lofficielusa.com/fashion/demna-gucci-creative-director" target="_blank" rel="noopener">Demna</a> was announced as <a href="https://www.lofficielusa.com/tags/gucci" target="_blank" rel="noopener">Gucci&rsquo;s</a> newest creative director in March, longtime Gucci loyalists and <a href="https://www.lofficielusa.com/fashion-week/balenciaga-fall-2025-haute-couture-collection-looks-demna-gucci" target="_blank" rel="noopener">Balenciaga</a> devotees alike have been eager to see what this would mean for both the designer and the storied fashion house. Demna steps into the role following Sabato De Sarno&rsquo;s brief two-year tenure, which itself came after Alessandro Michele&rsquo;s seven-year run from 2015 to 2022. In less than a decade, <a href="https://www.lofficielusa.com/fashion/gucci-eyewear-fall-winter-2025-sunglasses-trend" target="_blank" rel="noopener">Gucci</a> has cycled through drastically different creative visions, each shaping&mdash;and reshaping&mdash;the house&rsquo;s identity.
Given Balenciaga&rsquo;s reputation under Demna, the appointment initially raised eyebrows. But with his debut collection, La Famiglia, the response has been surprisingly positive. The release describes the collection as &ldquo;unapologetically sexy, extravagant, and daring&rdquo;&mdash;and it certainly lives up to the billing.
​​Instead of focusing on a single aesthetic, the collection frames Gucci as a family of personas, each with its own distinct attitude, from the fiery La Bomba to the severe elegance of La Cattiva and the social media&ndash;savvy L&rsquo;Influencer. It is as much about character as it is about clothing, redefining what &ldquo;<a href="https://www.lofficielusa.com/tags/gucci" target="_blank" rel="noopener">Gucciness</a>&rdquo; means today. This multiplicity is reinforced in the lookbook, which opens with archival nods like the monogrammed travel trunk and the 1960s-inspired &ldquo;little red coat,&rdquo; while balancing playful archetypes and timeless Italian elegance.

gucci demna first collection

Heritage pieces are also reimagined through <a href="https://www.lofficielusa.com/fashion/demna-gucci-creative-director" target="_blank" rel="noopener">Demna&rsquo;s</a> maximalist lens. The Gucci Bamboo 1947 bag and Horsebit loafer resurface with fresh proportions, while the Flora motif is revived in darker, nocturnal variations. Throughout, the GG monogram appears from head to toe, underscoring the all-or-nothing attitude of the collection. Extremes continue to collide: the grandeur of feathered opera coats meets the simplicity of hosiery; eveningwear&rsquo;s elegance transforms into transparent bodycon pieces and sculpted swimwear. By embracing sprezzatura, or effortless ease, with slingbacks and stepped-in mules, Demna situates <a href="https://www.lofficielusa.com/fashion/gucci-pomellato-high-jewelry-2025-collection-monili-labrinti-horsebit-marina" target="_blank" rel="noopener">Gucci</a> firmly in the present while looking ahead. 
La Famiglia seems to be defining the next chapter of the brand&rsquo;s DNA, leading up to Demna's first official show in February.

Gucci Introduces Its New Chapter Under Demna

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