Gucci’s New “La Famiglia” Collection: Which Member Are You in Demna’s Dysfunctional Family?

If family portraits usually bore you, creative director Demna Gvasalia just turned them into Gucci’s latest spectacle. For his debut at the House, he introduced “La Famiglia”—a collection that reframes Gucci as a sprawling clan of unruly, unforgettable personalities. Shot by Catherine Opie, the lookbook reads like an Italian family album gone feral. Everyone’s dressed to kill, nobody’s blending in, and dinner will almost certainly end in drama.

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This marks the first chapter of Gucci’s new unapologetic era. Demna calls it a study of “Gucciness” itself, using characters as archetypes of the brand’s many moods. In his famiglia, you’ll find that each portrait embodies a different piece of Gucci’s DNA.

Meet The Family

There’s L’Archetipo, the monogrammed travel trunk that nods to the House’s origins in luggage-making. Then, The Incazzata in her ‘60s red coat, as volatile as her name suggests. La Bomba is also present, daring anyone to challenge her. And there’s La Cattiva in their pure femme fatale energy. 

Meanwhile, Miss Aperitivo is busy chasing the next spritz-fueled night out, while L’Influencer lives to post her Gucci life in real time. La Mecenate, La Contessa, Sciura, and Primadonna are dripping with Italian refinement, and of course Principino and La Principessa are two sides of the same spoiled, spotlight-hungry coin.

“All or nothing” becomes the mantra as the theatrics don’t just lie in the personalities. Demna revives Gucci’s heritage signatures as if they were heirlooms passed around the family. The seventy-eight-year-old Bamboo 1947 bag returns in new proportions alongside the Horsebit loafer, and the Flora motif blooms once again. 

With “La Famiglia,” Demna is telling an interesting story built on a gloriously dysfunctional Gucci dynasty where every eccentric archetype has a seat at the table. And as the House gears up for Demna’s first runway in February, it’s clear that the new Gucci era isn’t asking for your approval anymore.

So the only question left: which member of the family are you?

Photos courtesy of GUCCI