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Titled “La Famiglia,” Demna’s Gucci debut reimagines 1960s style, GG motifs and iconic accessories in a confident balance of elegance and provocation
<img loading="lazy" decoding="async" class="aligncenter size-full wp-image-115016" src="https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250916-01-058-C_001_Default_small.jpg" alt="" width="750" height="1000" srcset="https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250916-01-058-C_001_Default_small.jpg 750w, https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250916-01-058-C_001_Default_small-225x300.jpg 225w" sizes="auto, (max-width: 750px) 100vw, 750px" />
Anticipation surrounding Demna Gvasalia’s move to Gucci intensified with the release of the first images from his debut collection for the Italian house. Titled “La Famiglia,” the collection functions as a study of Gucci’s core identity, examining the brand’s visual codes while steering them toward a new creative direction.
Drawing inspiration from 1960s style, the collection unfolds through a cast of characters featured in the campaign. “Direttore” highlights a single-breasted GG wool jacket paired with a poplin shirt and accessories including pilot-frame sunglasses and a signet ring. “Nerd” channels the decade through a leather jacket worn with a ribbon sweater, while “Narcisista” explores a more sensual mood via a button-down shirt and the Jackie 1961 bag.
The collection also makes prominent use of Gucci’s classic GG motif across much of the handbag offering, seamlessly merged with Gvasalia’s surrealist sensibility. The result is a confident balance of tradition and play, elegance and provocation.
<img loading="lazy" decoding="async" class="aligncenter size-full wp-image-115019" src="https://backend.daman.co.id/wp-content/uploads/2026/02/https___hypebeast.com_wp-content_blogs.dir_6_files_2025_09_22_GG_SS26_Instagram_1080x1350px17-e1758546251146_small.jpg" alt="" width="591" height="886" srcset="https://backend.daman.co.id/wp-content/uploads/2026/02/https___hypebeast.com_wp-content_blogs.dir_6_files_2025_09_22_GG_SS26_Instagram_1080x1350px17-e1758546251146_small.jpg 591w, https://backend.daman.co.id/wp-content/uploads/2026/02/https___hypebeast.com_wp-content_blogs.dir_6_files_2025_09_22_GG_SS26_Instagram_1080x1350px17-e1758546251146_small-200x300.jpg 200w" sizes="auto, (max-width: 591px) 100vw, 591px" />
<img loading="lazy" decoding="async" class="aligncenter size-full wp-image-115018" src="https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250918-41-044-B_001_Default_small.jpg" alt="" width="750" height="1026" srcset="https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250918-41-044-B_001_Default_small.jpg 750w, https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250918-41-044-B_001_Default_small-219x300.jpg 219w, https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250918-41-044-B_001_Default_small-749x1024.jpg 749w" sizes="auto, (max-width: 750px) 100vw, 750px" />
<img loading="lazy" decoding="async" class="aligncenter size-full wp-image-115017" src="https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250918-29-079-B_001_Default_small.jpg" alt="" width="750" height="1000" srcset="https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250918-29-079-B_001_Default_small.jpg 750w, https://backend.daman.co.id/wp-content/uploads/2026/02/HP_Portrait_Gucci-SS26-NOV25-250918-29-079-B_001_Default_small-225x300.jpg 225w" sizes="auto, (max-width: 750px) 100vw, 750px" />

Gucci enters a new era under Demna Gvasalia

Demna Gvasalia,

Gucci