Demna Gvasalia, the Georgian-born designer known for co-founding Vetements and transforming Balenciaga, has officially begun his tenure as Gucci’s new artistic director. His debut collection, La Famiglia, introduces a fresh interpretation of “Gucciness.” Instead of a traditional runway show, Gucci unveiled the collection through a surprise lookbook shot by photographer Catherine Opie, featuring characters such as the “Partyboy” and “Primadonna” to embody the many faces of Gucci.
The designs blend references to Gucci’s glamorous heritage with Demna’s signature bold style. Sheer dresses, low-rise cuts, and sharply tailored yet deconstructed suits appear alongside classic pieces like the horsebit loafer and bamboo bag. Each look was presented as a portrait, evoking a family of distinct characters rather than a conventional fashion lineup.
Gucci experimented with a new launch strategy. The collection debuted first in select flagship stores worldwide, with a full runway show scheduled for next season. This hybrid approach—a surprise drop combined with a traditional fashion week presentation—aims to excite younger shoppers while continuing to engage loyal clients.
Demna’s background makes him a compelling choice for Gucci. He studied in Antwerp and held positions at Maison Margiela and Louis Vuitton before founding Vetements, where he gained recognition as a disruptive creative force. At Balenciaga, he transformed the brand into a cultural powerhouse while driving sales into the billions.
Gucci is counting on Demna to deliver more than clothing—he is expected to create cultural moments. By redefining “Gucciness” as glamorous, daring, and deeply rooted in the house’s heritage, Demna is shaping a bold new chapter for Gucci.
