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Asians have always had a love affair with Gucci, and in Singapore, that devotion was made official: the family portrait, Demna edition. The Marina Bay Sands flagship opened its doors to a private preview of the La Famiglia collection, where regional celebrities gathered in head-to-toe Gucci. In this family, you either belong or you don’t.
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The campaign that set the mood for this gathering began with Catherine Opie’s portraits, presenting the House of Gucci with sharper teeth and no faux-Italian accent. Each character—La Principessa, La V.I.C., Il Narcisista, among others—was an archetype in a clan drama, tethered to their own mythologies.
If the first images hinted at a 2021’s House of Gucci without the kitsch, then Demna’s 33-minute fashion film, The Tiger, sparked intrigue with its camp-laced storytelling. Co-directed with Spike Jonze and Halina Reijn, the project cast Demi Moore as the brooding matriarch of the Gucci “family.” It unfolded with excess as ritual and a hint of menace, but always sexy, extravagant, and chaotic in the best way that Gucci knows how.
That same energy pulsed through the VIP at the event.
Gucci brand ambassador Billkin Putthipong Assaratanakul arrived in a Fall/Winter 2025 formal jacket and wide-leg pants, carrying a black leather Gucci Jackie, a picture of sleek subversion.
Haven went lilac and purple in a pleated georgette dress with a small black Bamboo 1947 in hand, balancing softness with archival grit.
Zhang Ze Tong turned up in a gradient denim jacquard shirt, punctuated with a Horsebit 1955 Aura bag.
Yang Yan opted for a black soft leather polo paired with the Horsebit 1955 Aura bag in brown suede.
Meanwhile, Shye embodied Gucci insouciance in a black wool dress and loafer pumps, styling it with the new Gucci Siena in light grey leather.
La Famiglia is like an initiation. As the House described, this marks “a study of the Gucciness of Gucci, an expression of the brand as a mindset and a shared aesthetic language.”
From September 25, the collection will debut in only ten stores worldwide—including Milan, Paris, London, New York, Los Angeles, Shanghai, Beijing, Tokyo, and Seoul—before the full in-store launch in January. The family’s calling. Whose side are you on?
Photos courtesy of GUCCI
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