When Demna – known for his fearless, disruptive approach – was first appointed creative director of Gucci, the fashion world took notice. The move signalled a shift for luxury, suggesting a willingness to embrace change. Fresh off reshaping Balenciaga into a global force of edgy luxury, Demna was entrusted with combining Gucci’s storied Italian craftsmanship with his own forward-thinking, unconventional perspective. Hired to reignite the brand with new energy, his much-anticipated debut has now arrived.
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‘La Famiglia’ – Heritage Demna-fied
Gucci, an enduring powerhouse of Italian luxury, has grappled with finding a modern yet authentic voice amid a fiercely competitive luxury landscape. Demna’s hiring marked a deliberate shift toward innovation grounded in cultural relevance. At Milan Fashion Week, his penchant for the unexpected surfaced early: his debut collection – 37 looks plus a trunk – was unveiled the day before his scheduled show through a digital lookbook.
Titled ‘La Famiglia,’ the collection weaves a layered narrative of contrasts – sensual, opulent, and unmistakably contemporary. Classic Gucci motifs are reimagined through Demna’s perspective; this isn’t a simple revival but a daring statement that playfully references fashion history without ever feeling imitative. For Spring 2026, Demna explores the Gucci universe through a cast of distinct personas, from L’influencer to Androgino.
The lineup pays homage to pivotal moments from Gucci’s storied archive (including nods to the Tom Ford era) while embracing exaggerated silhouettes, oversized tailoring, and strategic flashes of skin. A defining element is the dynamic mix of textures – diaphanous organzas, weighty leather, sumptuous velvets, and gleaming metallic details – that trades conventional luxury for something more visceral and defiantly expressive. Accessories, too, bear Demna’s unmistakable stamp: chunky sneakers and architectural handbags exemplify his ability to fuse refinement with an urban, street-smart edge.
A Star-Studded, Cinematic Statement
Accompanying the launch of ‘La Famiglia’ is ‘The Tiger,’ a 30-minute short film co-directed by Spike Jonze (‘Her,’ ‘Being John Malkovich’) and Halina Reijn (‘Babygirl,’ ‘Bodies Bodies Bodies’). Far from a conventional fashion presentation, ‘The Tiger’ unfolds as a surreal, psychodramatic exploration of power, family, and identity.
Demi Moore stars as Barbara Gucci, the formidable head of Gucci International (also the fictional Chairman of California), a commanding matriarch confronting the weight of legacy, the fragility of self-image, and a family unraveling at the seams. Her on-screen children are portrayed by Hollywood luminaries Elliot Page, Edward Norton, and Keke Palmer, joined by supermodels Kendall Jenner and Alex Consani – each embodying a distinct archetype from ‘La Famiglia’ through their costumes.
The film’s narrative is as intricate as the collection itself, interlacing biting humour with striking visual invention and a self-aware critique of fashion’s fixation on perfection and grandeur – perfectly aligned with Demna’s signature dark wit. This cinematic debut introduces Gucci’s new vocabulary: a mesmerizing blend of extravagance and irony, luxuriating in what Demna calls Gucci’s irreverent ‘Gucciness.’
At the Milan Fashion Week premiere, the energy was palpable, with Gucci global ambassador Jin of BTS, Serena Williams, Gwyneth Paltrow, and Thai actress Davika Hoorne among the glittering front-row guests. Demna’s vision is unmistakable: Gucci is no longer merely presenting garments – it’s crafting an immersive universe where haute couture, cinema, and narrative converge.
The Age Of Reinvention
Demna’s approach to Gucci is decidedly unorthodox. While honouring the stature and legacy of a storied house, he is already laying the groundwork for what his transformative tenure might become. Though his official runway debut remains slated for February 2026, Demna’s Gucci already feels like a brand reborn – confidently challenging norms, reshaping expectations, and reasserting its place as a global force in luxury.
Alongside figures like Jonathan Anderson at Dior, Demna represents a new wave of creative leadership driving a sweeping evolution across the luxury landscape – each determined to stay ahead in an era defined by shifting values and new modes of engagement. He wasn’t brought on to play it safe, and his opening statement is anything but cautious. By fusing heritage with avant-garde energy, high fashion with resonant cultural storytelling, and tradition with cinematic scale, Gucci has unveiled a compelling new vision for 2026 – one that promises to shape the season ahead.
‘La Famiglia’ is available exclusively at 10 Gucci stores until 12 October.
Born in Korea and raised in Hong Kong, Min Ji has combined her degree in anthropology and creative writing with her passion for going on unsolicited tangents as an editor at Friday Club. In between watching an endless amount of movies, she enjoys trying new cocktails and pastas while occasionally snapping a few pictures.
