Along with this collection, the Italian fashion house has also premiered its short film "The Tiger," directed by Spike Jonze and Halina Reijn, during Milan Fashion Week.

<a href="https://www.lofficielsingapore.com/fashion/jin-bts-runseokjin-ep-tour-gucci-fashion-style" title="BTS Jin Finishes His Tour on a High in Gucci Looks" target="_blank" rel="noopener">Gucci</a> has unveiled La Famiglia, the first collection under its new creative director, <a href="https://www.lofficielsingapore.com/fashion/demna-leaves-balenciaga-to-join-gucci-new-artistic-director-fashion-news" title="Demna Leaves Balenciaga to be Gucci's New Artistic Director" target="_blank" rel="noopener">Demna Gvasalia</a>, marking what the house calls &ldquo;the genesis of a new era for <a href="https://www.lofficielsingapore.com/fashion/stray-kids-lee-know-new-gucci-brand-ambassador-fashion-k-pop-celebrity-news" title="Stray Kids&rsquo; Lee Know Is Gucci&rsquo;s New Global Ambassador" target="_blank" rel="noopener">Gucci</a>: unashamedly sexy, extravagant, and bold.&rdquo; The collection debuted on Instagram ahead of Milan Fashion Week, where Gucci is also set to premiere The Tiger, a short film by Spike Jonze and Halina Reijn.
This &ldquo;family&rdquo; is not one of blood but of identity&mdash;the constellation of archetypes, faces, and characters that embody the shifting reflections of what it means to be Gucci today. Demna frames this universe through a new visual and conceptual lexicon&mdash;ironic, seductive, and theatrically brazen&mdash;shaping what the house defines as a collective mindset.
<h3 data-start="956" data-end="982" style="text-align: left;">A Family Album</h3>
Photographer Catherine Opie reimagines the lookbook as a deliberately offbeat family album: kaleidoscopic, dysfunctional, and brimming with alter egos. There is L&rsquo;Archetipo, a monogrammed trunk that nods to Gucci&rsquo;s luggage-making roots; Incazzata, in her fiery 1960s red coat; and La Bomba, La Contessa, Sciura, Miss Aperitivo, culminating in the inevitable Influencer, a reflection of fashion&rsquo;s digital proliferation. Together, they form not a single protagonist but a constellation of personas&mdash;the many facets of the Gucci individual.
<h3 data-start="1538" data-end="1574" style="text-align: left;">A study in Sprezzatura</h3>
At its core, the collection explores sprezzatura&mdash;that distinctly Italian elegance that appears effortless yet is anything but. Gucci describes it as &ldquo;relaxed gestures,&rdquo; onto which its timeless signatures are grafted: the 1947 Bamboo bag, re-proportioned for today; the 1953 Horsebit loafer; the Flora print, reimagined in nocturnal tones; and the GG monogram, pushed unapologetically to excess&mdash;&ldquo;all or nothing.&rdquo;

<h3 data-start="2528" data-end="2560">A return to storytelling</h3>
More than an aesthetic exercise, Gucci frames La Famiglia as the reassertion of its narrative identity. &ldquo;Gucciness is no longer just an aesthetic: it&rsquo;s a collective identity,&rdquo; the maison declares. The collection, available for a limited time only from 25 September to 12 October in ten Gucci stores worldwide (including Singapore at the Maison's Marina Bay Sands boutique), emphasises dressing for sheer pleasure&mdash;an ethos that underpins the brand&rsquo;s new direction.
For Gucci, La Famiglia is both a bridge and a blueprint: connecting heritage with avant-garde, honouring house codes while opening the door to new languages of style. It is the stage upon which Demna&rsquo;s vision will fully unfold, culminating in his debut runway show for Gucci in February.

Demna Debuts Gucci’s “La Famiglia” Collection to Signal a New Gucci Era

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