Summary
- Demna surprise-dropped his debut Gucci collection, “La Famiglia,” a lookbook of 38 archetypal personas
- The collection reinterprets the brand’s core identity with a mix of sexy and classic silhouettes
- It will be available exclusively at 10 Gucci boutiques worldwide from September 25 to October 12
Demna has officially ushered in a new era at Gucci. Surprise dropping his new collection with the Italian luxury fashion house on Instagram and the brand’s official website, Demna released a lookbook titled “La Famiglia” that spans across 38 looks. The newly installed creative director releases the collection just a day before the official runway show at Milan Fashion Week, sending a wave of anticipation through the fashion world. The collection is a reinterpretation of Gucci’s core identity through a series of “family portraits” shot by photographer Catherine Opie.
The collection is a masterclass in varied personas. Daring, club-ready styles for the “Partyboy” and “Narcisista” include glistening vests and silk shirts left open down to the belt. Other looks showcased a bared chest beneath a sleek leather biker jacket for the “Figo” and a sheer mesh top for the “Androgino.” A more traditional aesthetic was also present, with the “Direttore” in a tailored black suit. The “Nerd” archetype, meanwhile, wore a knit vest with the brand’s classic 1970s red-and-green stripes, paired with pooling trousers featuring miniature horsebit hardware and a leather cropped blazer. As Demna reinterprets Gucci’s house codes, his signature broad shoulders, oversized silhouettes and provocative nature is still apparent.
It appears that with Gucci, gone are the days of buzzy marketing campaigns which Demna has been known for throughout his career. While at Balenciaga, Demna focused on guerrilla marketing tactics including dressing Kim Kardashian in an all-black balaclava at the Met Gala that bared nothing to spectators. However, the surprise drop of his debut collection at Gucci is quite classic of Demna. Ready to make a statement with his new role, the house has revealed that the collection will be available to shop across 10 Gucci boutiques around the world between September 25 to October 12. The collection will be exclusively available at Beijing SKP, Beverly Hills Rodeo Drive, London New Bond Street, Milan Monte Napoleone, Paris Montaigne, Seoul Cheongdam, Shanghai Plaza 66, Singapore Marina Bay Sands, Tokyo Aoyama and Wooster New York.
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