While the fashion world continues to wait impatiently for Demna’s first Gucci runway show, the Georgian designer has chosen not to starve us entirely. Instead, he’s releasing Gucci in carefully measured doses, a slow drip that keeps desire alive while redefining what the house can be. After Generation Gucci, the Pre-Fall 2026 collection that spliced archival memory with Demna’s signature irony, comes his first official campaign: La Famiglia for Spring/Summer 2026.
First introduced last September through a lookbook and short film, Demna’s Gucci universe arrived populated by exaggerated, almost cartoonish archetypes: La Bomba, L’Influencer, La VIP. Characters that felt less like individuals and more like social caricatures, familiar, ridiculous, and strangely accurate. Now, those same figures return front and center in La Famiglia, a campaign the house describes as “unapologetically sexy, extravagant, and daring.”
But beyond the slogans, what Demna proposes here is something more strategic. La Famiglia isn’t just about clothes, it’s about collective identity. Gesture, posture, styling, and attitude do as much work as tailoring or accessories. Each character embodies a different mode of Gucciness, yet together they form a cohesive visual language. It’s less about singular stars and more about ecosystem: a family bound by excess, ease, and recognisable codes.
This is Gucci filtered through Demna’s long-standing obsession with uniforms, social roles, and fashion as performance. The wardrobes don’t scream for attention individually; instead, they accumulate power through repetition and contrast. The result is a campaign that feels knowingly theatrical but never hollow, fashion as character study, not fantasy escape.
Beyond Gucci, the fashion news cycle this week continues its familiar whiplash. Alabama Barker goes viral for a TikTok Christmas haul and an instantly meme-able phrase (“nasty with a Pucci outfit”), while Louis Vuitton leans into timeless masculinity and movement, pairing Push T and Jeremy Allen White for a travel focused menswear campaign. Bella Hadid, meanwhile, keeps the Y2K revival alive by resurrecting Saint Laurent’s Mabaso bag, proving that archive mining remains fashion’s most reliable reflex.
Elsewhere, Chanel quietly signals its next move by teasing Gracie Abrams as the new face of Coco Crush, Miss Sixty completes a three peat with Bella Hadid cast as a modern Marie Antoinette, and Dior finally makes it official with LaKeith Stanfield as menswear ambassador. Burberry turns back to its roots with a gabardine capsule shot in the British outdoors, while Louis Vuitton opens a hotel-themed pop-up in SoHo.
Still, it’s Demna’s Gucci that lingers. La Famiglia doesn’t shout reinvention it builds it, slowly, character by character. And if this is only the prelude, the main act promises to be anything but quiet.
