Demna breathes new life into Gucci: Luxury, playfulness, and eccentric characters in the latest Collection

Since taking the helm as Gucci’s Creative Director in 2025, Demna has been reshaping the iconic fashion house, and the industry has been watching eagerly. Early hints of his vision emerged in September with the launch of the “La Famiglia” collection, and now we get a closer look at his latest work.

The new press release describes the campaign as “an exploration of Gucci itself”, examining how the brand exists as a mindset and a unique language. Through portraits of eccentric characters like Miss Aperitivo, L’Influencer, La Bomba, and Primadonna, Demna continues to tell stories within the Gucci universe. The photoshoot, captured by Catherine Opie, skillfully conveys each character’s personality through bold, expressive portraits.

The collection draws inspiration from the 1960s: luxurious fur coats, sparkling evening dresses, and leather ensembles reinterpret Gucci’s classic elements. Updated versions of the Gucci Bamboo 1947 bag, Horsebit Loafers, and the eagerly anticipated GG Monogram also make a striking appearance.

In typical Demna fashion, the results fuse tradition with playfulness, luxury with experimentation, and elegance with sensuality. The campaign offers a first real glimpse into his vision and serves as a teaser for his debut runway show in February next year.