Gucci is turning the page with Gucci: La Famiglia, a new campaign that introduces the first taste of a bold new era led by Demna. It’s sexy, extravagant, and a little fearless. Picture old-school glamour with a sharp modern edge.
Photographed by Catherine Opie, the campaign feels like a cast of characters you want to know. Each model plays a role, and together they create a stylish “family” built on attitude, ease, and that unmistakable Gucci energy.
Gucci La Famiglia Campaign
The inspiration comes from Demna’s deep dive into the House archives, pulling codes from different decades and flipping them into something fresh. His full Gucci vision is set to be revealed in February, but La Famiglia is the teaser.
Mariacarla Boscono appears as part of the lineup, adding her signature intensity to the story. She models a vivid red coat look paired with a printed headscarf and oversized sparkle.
The images spotlight strong styling and iconic details. One model wears a rich burgundy blouse with a tied bow at the neck, finished with bold gold GG jewelry. Another look brings drama with a cloud-like feathered coat that feels pure fashion fantasy.
