The Family Is Here: Demna’s Gucci Arrives in the Philippines

With Gucci: La Famiglia, Demna introduces his first proper chapter for the House, a wardrobe that reads like a cast list—because it is. Unapologetically sexy. Extravagant. Daring. Not clothes for blending in, but for declaring allegiance. This is fashion as a family business, and everyone is invited.

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First unveiled in September, La Famiglia is Demna’s prelude before his full runway debut in February. It draws from Gucci’s many past lives—decades of silhouettes, codes, attitudes—and recuts them with a sharper edge. Shot by Catherine Opie, the campaign introduces a gallery of characters, each one a personality you recognize before you even know their name. Gesture, stance, and styling signal who they are before they ever speak.

Who are you in the family, and what are you wearing? Are you the one who commands the room without raising a voice? The one who enters like a spark? The one who watches from the edge, dressed so well it feels like a strategy? You decide; Demna is only offering you the role.

Maybe you’re Incazzata. The name already tells you everything. Fire in her walk, heat in her eyes, and a vivid ’60s-style little red coat that looks like it could start an argument just by entering a room. Her Gucci is confrontational, bright, cut to provoke.

Or you’re Gallerista, all studied calm and controlled drama. Black, refined, deliberate. Her Bamboo 1947 bag appears beside with authority. She doesn’t chase attention, but it circles her anyway.

There’s Direttore, whose tailored suit moves like he owns the pavement beneath it. This is menswear with an assured posture, and the air of someone who doesn’t wait to be introduced. 

Finally, Principino—naturally drawn to the center of every room. His look knows it. Styling that pulls the eye without pleading for it. He doesn’t try to be seen; he assumes that he is. 

What ties them together is individual attitude. The collection moves through Gucci codes: Bamboo, Horsebit, silk, tailoring, sensual shapes, stepped-in mules. Sprezzatura—the Italian talent for looking composed without looking controlled—runs through everything.

Demna doesn’t present Gucci as a single muse. He builds a family of contrasts: Flashy temperaments and common desires argue with each other and still sit at the same table. This is a shift from the whisper of recent seasons. Quiet luxury had its moment, but the world has grown restless. People want personality again. They want clothes that talk back. La Famiglia answers that hunger.

The La Famiglia collection is available in Gucci stores worldwide, including Greenbelt 4, Shangri-La Plaza, Shoppes at Solaire, and The Mall Nustar stores, and on gucci.com

Photos courtesy of GUCCI