Gucci has revealed its new campaign titled La Famiglia, presenting a bold visual narrative tied to Demna’s latest collection for the fashion house. The campaign explores ideas of family, individuality and collective identity, reinterpreted through a contemporary lens.
Centered around a cast that reflects diversity in age, style and expression, La Famiglia positions fashion as a shared language rather than a uniform concept. The imagery emphasizes closeness and contrast, highlighting how different personalities coexist within a single visual framework.
Demna’s influence is evident in the campaign’s styling and mood, which balances sharp tailoring with relaxed silhouettes. The looks reflect a mix of structure and ease, aligning with his approach to redefining luxury through everyday references and unconventional proportions.
The campaign visuals move away from polished perfection, instead embracing a raw and lived-in atmosphere. This choice reinforces the idea of fashion as something personal and emotional, shaped by relationships and shared experiences.
With La Famiglia, Gucci continues to evolve its visual identity, using storytelling to connect the collection to broader cultural themes. The campaign underscores the brand’s ongoing exploration of modern luxury under Demna’s creative vision, blending heritage with a contemporary point of view.
