Gucci Drops Demna’s Debut Collection “La Famiglia” Ahead of Milan Fashion Week
Gucci has released its first look at new creative director Demna’s designs, sharing a preview of the “La Famiglia” collection on Instagram ahead of its official Milan Fashion Week presentation.
The collection marks a bold new chapter for the brand, featuring dramatic silhouettes across menswear and womenswear – including flowing gowns, tailored suits with extended hems, exaggerated shoulders, low-rise trousers, and statement handbags. Gucci describes the line as “unapologetically sexy, extravagant, and daring.”
Luxury marketing expert Anne-Laure Chansel praised the early reception, noting, “Drama is back in a spirit that is unmistakably Gucci.”
Following the premiere film on Tuesday, the collection will be available for two weeks in select flagship stores across ten global cities, including Los Angeles, New York, London, Milan, Paris, Beijing, Shanghai, Singapore, Seoul, and Tokyo.
The launch comes as Gucci seeks to revitalize its brand amid a 25% year-over-year sales decline in Q2. Parent company Kering recently appointed Francesca Bellettini as CEO to lead the turnaround.
Images Courtesy of Gucci
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