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A first taste of Demna’s vision for the brand ahead of his February runway show. In “La Famiglia,” the Demna-isms the designer cultivated in his previous ten-year stint at Balenciaga are apparent in every oblong, ballooned sleeve, sculptural, exaggerated collar, and, of course, his subverted display of femininity. But for the most part, this collection is a deep dive into the history of Gucci and the foundation laid in place by Demna’s predecessors (hence the collection’s title).
He reimagined decades-old house codes via elements such as the Gucci Bamboo 1947, the Flora motif, and the GG Monogram. He also toyed with Tom Ford’s slinky, clingy fits, especially evident in a leather moto jacket and Alessandro Michele’s floral, plumed whimsy, as seen in the sheer, diaphanous gowns.
As mentioned, this collection was initially presented late last September via a lookbook with a series of archetypal portraits, including those of a “Primadonna,” a “Sciura,” and a “Galleria,” and a subsequent dramatic short film The Tiger directed by Spike Jonze and Halina Reijn and starring Demi Moore, Keke Palmer, Edward Norton, Elliot Page, and more. Each actor was, of course, brought to life via their grandiose (in Demna’s signature in-on-the-joke fashion) Gucci ensemble.
Since then, a number of celebrities have also caught our attention with cameos of “La Famiglia.” Dua Lipa wore the coordinating khaki-colored shirt and skirt with an all-over GG monogram print. Kim Kardashian tried the cropped fur coat cinched at the waist with a chain belt. And Dixie D’Amelio previewed a slinky all-black ensemble complete with a barely fastened top and close-fitting trousers. But now, we’re seeing the collection deconstructed into individual pieces you can reimagine in the context of your own wardrobe, as we anticipate Demna’s official runway debut for Gucci in Milan next month.
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