THEto Sciura with its bon ton coat, the Drama queen covered with feathers e theHeiress who does not give up the privilege of Red (Still). But also the Mom coconutThe Nerd and the Rubacuorirepresentatives of the maison universe. They are the protagonists of the Family collectionthe first signed by Demna as Gucci’s creative director: A gallery of 35 looks/archetypes which make up an unprecedented collective portrait that anticipates spring-summer 2026.
The album of memories with high aesthetic rate alternates framed shots In the name of irony and glamor, mixing historical codes and new provocations. Each photo has its own identification caption, which corresponds to the name of the character impersonated by the model. The result? A “succulent” advance of what we will soon see at Milan Fashion Week.
Gucci’s family widens
The debut does not have the canonical shape of the parade. Gucci chose not to tread the MFW catwalks with the usual défilé, but to present the spring-summer 2026 collection with an event reserved for a few intimate on September 23, 2025, accompanied by the Lookbook issued on September 22 and signed by American photographer Catherine Opie. His images They make up an imaginary genealogical tree, populated by figures who embody the thousand shades of “guccinss”: each character becomes a piece of a family to say the least eclectic.
The narration crosses all the facets of Italian elegance. To combine the original protagonists of the photographs, fromPissed at the Lassfrom Patron to The influencerAnd the art of “squeeze”, reads the press release issued by the maison: But what does it consist of? “In a sense of nonsense nonchalance” (very Milanese, like some of the outfits, we add). An effortless elegance Which can be seen in the poses of the casual models: among the gestures that give personality to the looks, a skilled slingback or a fur stole that crawls on the ground.
Gucci, Demna’s first collection between past and future
In the album they resurface The historical codes of Gucci, reread according to Demna. The classic bag Bamboo 1947 It reaffirms its timeless charm; moccasin Horsebitintroduced in 1953, experiences different volumes and proportions. The reason Flora (which also gives the name to one of the outfits of the spring-summer 2026 collection) is split. The GG Monogram it becomes absolute protagonist, until they impose themselves in total look that range from glasses to moccasins (as demonstrated The VIP).
A look from the Demna collection for Gucci The family that anticipates spring-summer 2026 (Photo: Gucci).
On the one hand, the maximalist opulence era by Alessandro Michele; on the other the minimalist sensuality based on lingerie e nudité by Tom Ford.
With The familyGucci returns to tell a story, laying the foundations of Demna’s vision for the Maison. Those who expected a break with the past will probably be disappointedbut the real novelty could be this: to look back to go … beyond.