Rportrayed in a series of shots signed by the photographer Catherine Opiethe protagonists of the new Gucci campaign they form a large Italian family total Gucciness: The mama’s boythePissed offthe gallery ownerThe bad boy and many more. Caricatural characters, children of the era Demnasuspended between sensuality, extravagance and a slightly aura dark. Already revealed last September as the designer’s very first debutthe collection reflects his ongoing research into archives and in the codes of the Maisoncrossing different eras and anticipating the future of Gucci under the leadership of Demna: one new, extended familyfounded on ease, character and iconic codes.
The dark sensuality that Demna likes
Demna’s creative gaze emerges clearly. If some suggestions from the Seventies and Eighties recall Gucci’s recent legacy, the designer impresses one more dramatic and provocative turning point. There palette becomes darkthe leather becomes the protagonistand the silhouettes oscillate between sartorial rigor And bold nudity. Also the Gucci logo returns to occupy the center of the scene, often declined in total lookreaffirming the brand’s desire to be visible, recognisable, almost shouted.
Italian sprezzatura in the collection The Family
In Demna’s vision, theItalian elegance is effortless. There contemptuousness it lives in the soul of Gucci and manifests itself through small, studied details: accessories worn naturally, outfits worn without ostentation. The Gucci family declares your style without realizing it: its extravagance and taste seem natural, authentic. In The Familythis lightness becomes a stylistic codetransforming into one of the narrative pillars of the collection and describing a luxury that is daily, lived, profoundly human.
The future of Gucci
The Family represents the second piece of a path already started by Gucci under the guidance of Demna, after the pre-fall debut and the visual projects of recent months. The campaign confirms the Maison’s desire to redefine contemporary elegance through a mix of irony, theatricality and bold sensuality. The collection, available fromJanuary 8 in Gucci boutiques and online, it’s just the beginning: the complete account of Demna’s vision will be revealed in February, but the message is already clear. Gucci is ready to change skinwithout giving up the strength of one’s identity.
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