Demna Rewrites the Rules with a Surprise Gucci Debut

The wait is over: Demna’s Gucci is here. And, true to his appetite for disruption, it arrived out of nowhere. This morning, ahead of the house’s scheduled film-format Milan presentation tomorrow evening, Gucci dropped its first lookbook under Demna’s creative directorship — the first of its kind for the brand, and already sparking a digital frenzy.

“I built this collection by picturing a bunch of different characters and asking myself what Gucci means to me, from its old stuff to all the different types of people who wear it,” Demna said in an interview.

Titled La Famiglia, the collection explores archetypes that define the Gucci universe. Shot like intimate family portraits by acclaimed photographer Catherine Opie, each image becomes a character study in what the brand calls the “Gucciness of Gucci.” The message is clear: Demna’s Gucci will be unapologetically bold, extravagant, and daring.

Take a look at the collection below.

A Breath of Fresh Air?

In today’s climate, where many fashion houses are doubling down on safe, sellable staples, Demna’s irregularity could prove revitalising. His Gucci is not arriving quietly; it is provocative, playful, and already stirring debate.

Tomorrow’s Milan presentation will offer the full picture, but with La Famiglia the tone is set: Demna’s Gucci era has begun, and it promises to be anything but predictable.