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Gucci’s new creative director, Demna, officially ushers in a new era for the Italian luxury brand. In a surprise move, he released the collection on Instagram and Gucci’s official website, presenting a 38-look lookbook titled “La Famiglia”.

The drop came just one day before the official runway show at Milano Fashion Week, sparking anticipation across the fashion world.

The collection reinterprets Gucci’s signature style through a series of “family portraits” photographed by Catherine Oppi.

Demna showcased a diverse range of characters:

• “Partyboy” and “Narcisista” — bold club looks with sparkling vests and silk shirts unbuttoned to the waist.

• “Figo” — bare-chested under a leather biker jacket.

• “Androgino” — sheer mesh top.

• “Direttore” — classic black suit, sleek and elegant.

• “Nerd” — knitted vest with Gucci’s 1970s red-green stripes, wide trousers with miniature horsebit details, and a cropped leather jacket.

The collection retains Demna’s signature touches: broad shoulders, voluminous silhouettes, and provocative styling.

While the era of guerrilla marketing and shock moments that defined Demna at Balenciaga—such as Kim Kardashian’s balaclava at the Met Gala—seems to recede, the surprise release of the collection remains true to Demna’s spirit.

La Famiglia will be available for purchase at 10 Gucci boutiques worldwide from September 25 to October 12.

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