The fashion house originally from Florence delves into its archives while showcasing a glimpse of modern culture through figures like Alex Consani, Lila Moss, Kit Butler, and others.
What is required to be part of the La Famiglia lineage? It’s all about embodying Pure Gucciness.
Marking a new chapter for the brand, Demna’s Gucci turns its gaze inward, establishing a close-knit circle that reflects the label’s roots. Through Catherine Opie’s perspective, fashion enthusiasts engage with La Famiglia’s elevated cast, a lavish assortment of archetypes that radiate Italian elegance. For instance, Incazatta, a 60s-style icon recognized for her standout “little red coat,” or the sophisticated Gallerista, who reveals a newly proportioned Bamboo 1947 handbag.
La Famiglia presents an opportunity for the Soviet-born Georgian designer to create a collection that effortlessly balances classic style while envisioning Gucci’s future. The GG monogram is woven throughout the campaign, with Horsebit loafers and Flora print items referencing the archives. Featuring a dynamic array of party-ready furs, vibrant boa accents, well-worn leathers, and bold eyewear, this collection captures the essence of Gucci—intense, resolute, and audacious.
The La Famiglia collection can be purchased at Gucci stores globally and on gucci.com.
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What is required to belong to the La Famiglia bloodline? Authentic Gucciness. ushering in a new chapter for the fashion house, Demna's Gucci is turning its attention inwards.