Gucci presents its new campaign, La Famiglia
by Gabriel Córdoba Acosta
2026 begins decisively for Gucci. Just a month before Demna celebrates his highly anticipated runway debut in Milan, the Italian house sets its new chapter in motion with La Famiglia, a campaign–collection conceived as a conceptual prelude to what lies ahead. First unveiled last September through a short film presented within an intimate setting — rather than a traditional runway show — the project nonetheless drew a tightly curated audience and high-profile guests including Gwyneth Paltrow and Demi Moore, formally marking the arrival of the Georgian designer as Creative Director of the Kering-owned firm.
Ahead of the full reveal of his vision in February, Demna turns to the House archives, reworking Gucci’s visual language through a personal lens. The result is a narrative shaped by notions of kinship, character, and attitude. While the previous campaign openly referenced the Tom Ford era, this chapter shifts focus. Demna steps away from the camera and entrusts the imagery to Catherine Opie, whose distinctive approach brings a more intimate, almost psychological reading to the figures inhabiting this universe.
Within La Famiglia, menswear takes centre stage. The wardrobe is defined by a distinctly Italian sense of ease, where sprezzatura underpins the entire proposition. Tailored silhouettes appear controlled yet unforced, exemplified by Direttore, while other looks explore a self-assured masculinity that moves effortlessly towards the spotlight, embodied by Principino. Here, clothing is driven not by convention, but by pleasure and presence.
Posture, styling, and the way garments are worn contribute to a collective identity in which each character reflects a different facet of this extended Gucci family. Soft leather mules worn backless, fluid proportions, and an undercurrent of restrained sensuality shape a proposal that feels instinctive, confident, and sharply contemporary.
Gucci: La Famiglia may not yet represent Demna’s full debut, but it sends an unambiguous message: the new era is already underway. A compelling introduction that signals a bold, refined, and intentional direction for menswear. The collection is available from today in Gucci stores worldwide and at gucci.com.
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