Summary
- Demna releases debut Gucci collection "La Famiglia" featuring 38 character archetypes one day before Milan Fashion Week
- Collection mixes provocative club wear with traditional tailoring, reinterpreting classic Gucci codes through photographer Catherine Opie's lens
- Exclusive availability at 10 global Gucci boutiques from September 25 to October 12
Demna unveiled his first collection for Gucci through an unexpected Instagram drop. The new creative director posted "La Famiglia" on social media and the brand's website one day before his official runway debut at Milan Fashion Week.
The collection presents 38 distinct looks through what Gucci calls "family portraits." Photographer Catherine Opie shot each piece, creating character studies that range from club-ready styles to boardroom attire.
The "Partyboy" archetype wears metallic vests and silk shirts unbuttoned to the waist. The "Narcisista" appears in similar provocative styling. More daring looks include the "Figo" character in a leather biker jacket worn over bare skin and "Androgino" in sheer mesh tops.
Traditional elements appear throughout the collection. The "Direttore" wears a sharp black suit. The "Nerd" combines a striped knit vest featuring Gucci's signature 1970s red and green colors with wide-leg trousers adorned with miniature horsebit details and a cropped leather blazer.
Demna's design signatures remain visible across the collection. Oversized silhouettes and broad shoulders define multiple looks. The provocative elements reflect his established aesthetic approach while incorporating Gucci's historical references.
This release marks a shift from Demna's previous marketing strategies. At Balenciaga, he created viral moments through unconventional campaigns. The Kim Kardashian Met Gala appearance in an all-black face-covering outfit exemplified his guerrilla marketing approach.
The surprise drop method, however, aligns with his established pattern of unexpected releases. Demna chose this approach to introduce himself at Gucci rather than waiting for the traditional runway presentation.
Gucci will sell "La Famiglia" exclusively through 10 boutiques worldwide. The collection launches September 25 and remains available through October 12. Selected locations include 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.
The limited availability creates scarcity around Demna's Gucci debut. This strategy differs from typical luxury releases that distribute collections across full retail networks.
Fashion industry observers note the timing significance. Releasing the collection before the runway show builds anticipation for the live presentation while giving consumers immediate access to pieces.
The character-based presentation method allows Demna to showcase range within a single collection. Each archetype demonstrates different aspects of his vision for Gucci while maintaining cohesive brand identity.
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Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.