Gucci: La Famiglia
If Gucci were hosting a family dinner, this would be the kind where everyone arrives dressed flamboyantly OTT… slightly dangerous, unapologetically opinionated… and impossibly chic. Enter Gucci: La Famiglia, the House’s latest campaign and the unmistakable opening act of Demna’s reign. This isn’t a polite introduction. It’s a fashion manifesto delivered with a raised eyebrow, a sharp heel, and a very Italian shrug.
Gucci: La Famiglia decoded by TheGlitz
At TheGlitz, where style is not merely observed but decoded, Gucci: La Famiglia feels like a deliciously decadent fashion moment worth lingering over. Seen through our connoisseur’s lens, this campaign is Demna’s confident opening note… rich with Italian attitude, archival intelligence, and unapologetic glamour. Every character, every silhouette, every sly gesture reads like couture storytelling at its most indulgent, reminding us that Gucci has always thrived when it dares to be bold, beautiful, and slightly dangerous. Gucci: La Famiglia isn’t just reviewed… it’s savoured.
Demna’s Vision
Unveiled ahead of Demna’s full vision for Gucci this February, Gucci: La Famiglia is less about nostalgia and more about excavation… digging deep into Gucci’s archival DNA and remixing it with a fearless, modern sensuality. The result? A wardrobe that is unapologetically sexy, extravagantly styled, and joyfully provocative. Think heritage codes, but with bite.
Pictured by Catherine Opie
Shot by the formidable Catherine Opie, the campaign unfolds like a cinematic portrait series… each character a beautifully drawn personality in Gucci’s extended universe. This isn’t a cast; it’s a clan. Every look speaks a language of attitude, presence, and what can only be described as pure Gucciness… that elusive mix of confidence, contradiction, and charisma.
Incazzata & Gallerista grab the Spotlight
Take Incazzata, for instance. Draped in a vivid ’60s-style little red coat, she radiates fire, drama, and a don’t-cross-me energy that feels deliciously Roman. Her look is bold, sharp, and emotionally charged… fashion as temperament. Then there’s Gallerista, impeccably dressed in a refined black ensemble, carrying the re-proportioned Bamboo 1947 bag like a badge of cultivated rebellion. She’s quiet power, curated taste, and museum-level cool.
What Demna does brilliantly here is allow each wardrobe to feel deeply personal while still belonging to a collective identity. These are clothes that don’t shout trends… they project character. Gesture, styling, posture, everything works together to build a world where individuality doesn’t clash with cohesion. Instead, it thrives on it.
Elegance & More
The spirit of sprezzatura… Italy’s art of effortless elegance… runs through the collection like an invisible thread. Soft leather mules are worn stepped-in, not pristine. Suits are tailored but relaxed. Nothing feels stiff or staged. This is dressing for pleasure, for self-expression, for the sheer joy of looking good without trying too hard (even though we know it’s meticulously styled).
Menswear in the Limelight
Menswear, in particular, feels liberated. Direttore’s tailored suit carries authority without rigidity, while Principino leans unapologetically into attention, dressed like someone who knows the room will follow him anyway. There’s confidence here, but also humour… a reminder that fashion can be powerful without being pompous.
Gucci: La Famiglia Seeks the Future
What’s most exciting about Gucci: La Famiglia is how clearly it signals the future. Demna doesn’t erase Gucci’s past; he sharpens it, stretches it, and lets it flirt with danger. Archival references are present, but they’re alive… reinterpreted with sensuality, spontaneity, and a distinctly Italian attitude that feels both rooted and rebellious.
TheGlitz Verdict
This campaign doesn’t ask for approval. It assumes fascination. It invites you to recognise yourself in one of these characters… or aspire to be one. Because in Demna’s Gucci, fashion isn’t about fitting in. It’s about belonging… to a mood, a mindset, a family that thrives on boldness.
Available globally from January 8, Gucci: La Famiglia isn’t just a collection. It’s a statement dinner invitation to the most stylish table in fashion right now. Come hungry. Come dressed. And above all… come confident.
Because this Gucci: La Famiglia family? They don’t do subtle.
