Demna Gvasalia Debuts First Gucci Collection, 'La Famiglia,' Ahead of Milan Fashion Week

Demna Gvasalia, the newly appointed Creative Director of Gucci, has unveiled his inaugural 37-piece collection for the Italian luxury house, titled 'La Famiglia.' The collection made its debut on Instagram, signaling a significant new creative direction for Gucci ahead of Milan Fashion Week. 'La Famiglia' will be available in select boutiques from September 25 to October 12, 2025.

The collection reinterprets Gucci's heritage through Gvasalia's distinctive aesthetic, drawing inspiration from the historic Italian noble family, the Borghese. Fashion consultant Dryce Lahssan noted that Gvasalia's vision for the collection is characterized by clear silhouettes. This initial offering provides a preview of Gvasalia's creative direction, with his first official runway show for Gucci scheduled for February 2026. Gvasalia was appointed to lead Gucci's creative direction in March 2025, after a decade at the helm of Balenciaga.

The accompanying campaign, photographed by Catherine Opie, explores themes of family with an intimate and human-centered portraiture style. Opie's work highlights the authentic connection between individuals and the garments they wear, capturing subtle languages of identity through posture and how clothing moves with the body. Further enhancing the campaign, a series of intimate videos directed by Lisa Rovner feature cast members sharing candid reflections, moving away from high-gloss fantasy towards authentic human detail and lived experience.

Milan Fashion Week for Autumn/Winter 2025 collections is scheduled from February 25 to March 3, 2025. The 'La Famiglia' collection, however, was presented ahead of this schedule, with its availability extending into October 2025. The collection itself is described as embracing an "unapologetically sexy, extravagant, and daring" ethos, a departure from more subdued expectations.

Gvasalia's vision for Gucci aims to explore all nuances of "Gucciness," presenting a diverse range of personas that reflect different facets of the modern individual, including archetypes like 'L'influencer,' 'Nerd,' and 'La V.I.C.' (Very Important Client). The collection features a contrast between maximalist opulence, evident in embellished coats and jewelry, and neo-minimalist sensuality in close-fitting garments, with the GG monogram prominently featured throughout.