Introducing Gucci: La Famiglia
by Adriano Batista
This is a new collection. It is the start of a new era for Gucci, built on a clear idea: family. Not a family by birth, but one chosen: a group linked by a shared point of view. The project, La Familia, presents a gallery of an extended Gucci clan. Photographer Catherine Opie took these portraits of “relatives,” each a specific personality who speaks the same visual language. This language is what the brand calls “Gucciness.” It is sexy, extravagant, and daring.
The lookbook introduces them one by one. It opens with a trunk (L’Archetipo) a reference to Gucci’s start in luggage. Then come the people. There is the fiery Incazzata in her ’60s red coat. La Bomba has a feline sass shown in her striped outfit. La Cattiva is the severe femme fatale. Miss Aperitivo is focused on fun, and L’Influencer embodies the social media fan. They show a specific Italian elegance, a gesture of ease known as sprezzatura. You see it in the way a slingback is worn stepped-in, as if put on without effort.
This is about bringing the past forward. Heritage pieces are revisited. The Bamboo 1947 bag is given new proportions. The Horsebit loafer remains. The Flora print appears in its known form or reimagined for night. The GG monogram is throughout, worn with a full commitment.
The clothes cover a wide range. There is the grandeur of a feathered opera coat. There is the sensuality of a seamless garment. The main idea is dressing for pleasure. This glamour continues in menswear, where eveningwear elegance applies to transparent sets and swimwear. It is a fresh take on la dolce vita.
La Familia is Gucci telling a story again. It looks to the past to move forward, setting the visual base for designer Demna’s new direction. This is the foundation for what comes next, beginning with his first show in February. It is a reminder that Gucci is, first, a mindset.
Check it out below:
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