Following in the footsteps of the delightful La Famiglia spring/summer 2026 lookbook, Gucci has dropped its first campaign under the direction of Demna, and what’s more, the first pieces have hit stores
Back in September, we got our first taste of Demna’s Gucci by way of the tightly edited spring/summer 2026 lookbook and deliciously camp fashion film. Since then, fans of unapologetic glamour, pussy bows and the iconic Jackie shoulder bag have waited with bated breath for the covetable items to land in-stores. Well, that day has finally arrived. The very first Demna-designed Gucci items have arrived, along with the very first campaign under the designer’s artist direction.
Photo: Gucci
Photo: Gucci
Photo: Gucci
Like the lookbook and film before it (the second drop featured Elsa Hosk), the campaign is dubbed La Famiglia and stars a cast of characters rather than a sea of expressionless models (Alex Consani reappears in that tiger fur coat). Captured by Catherine Opie, the images are steeped in glamour and a certain more-is-more overindulgence, manifested in luxurious fabrications (crocodile leather, shearling and crystals – oh my!) and the generous use of the house’s iconic monogram. The whole affair is deliciously, deeply Italian.
As for the standout pieces, a re-proportioned new take on the iconic Bamboo 1847 bag is sure to be a hit, as is the adaptable Vittoria pump, which can be worn as a mule with the back folded down (a very Demna detail if there ever was one). Also on offer, a vibrant red coat with a swinging 60s silhouette, complete with gold double G buttons.
Mark the time of death of quiet luxury, the era of Demna’s Gucci is here.
See the full campaign below.
