Gucci Introduces La Famiglia Campaign, Marking the Beginning of a New Creative Era
- Jan 15
- 1 min read
Gucci has unveiled La Famiglia, a new campaign that signals the opening chapter of a new creative direction under Artistic Director Demna. First previewed in September, the collection draws from Gucci’s archives and visual codes, setting the foundation for Demna’s broader vision for the House, expected to be revealed in February.
Photographed by Catherine Opie, the campaign presents a cast of characters that reflect different expressions of Gucci’s identity. Each figure represents a distinct attitude shaped by styling, gesture, and presence, forming what the brand describes as an extended Gucci family. Together, their wardrobes create a shared visual language rooted in character, ease, and recognizable house codes.
The collection moves through a range of personas, each interpreting Gucci’s heritage with contemporary sensibility. Looks reference Italian style traditions such as sprezzatura, seen in relaxed tailoring, stepped-in leather mules, and silhouettes designed for movement and individuality. Accessories including the re-proportioned Bamboo 1947 bag appear as updated interpretations of established designs.
Menswear plays a central role in the campaign, with tailored suits and statement pieces emphasizing confidence and visibility. Across the collection, clothing is presented as an expression of personality rather than uniformity, reinforcing the idea of a collective identity shaped by difference.
The La Famiglia collection is available in Gucci stores worldwide and online at Gucci starting January 8.