Gucci is stepping into a bold new chapter — one that’s unapologetically sexy, theatrical, and dripping with attitude. The debut campaign, La Famiglia, shot by legendary photographer Catherine Opie, gathers an eclectic cast of Gucci characters into a visual love letter to everything that makes Gucci, well… Gucci.

Think of it as a family portrait, but with more sass, glamour, and sprezzatura than your Nonna’s photo albums could ever hold. Each persona channels a different facet of the Gucci psyche: the fiery Incazzata in her scarlet coat, La Bomba purring in feline stripes, the femme fatale energy of La Cattiva, and Miss Aperitivo—because some family members are here strictly for the cocktails.

Fashion’s favorite archetypes come alive: the influencer, the patron, the contessa, the prima donna. Even La Principessa and Il Principino—royalty of attention-seeking—make their entrance. Together, they form an extended family where elegance is never stiff, but always alive with Italian ease.

Heritage takes the spotlight, too: the iconic Bamboo 1947 bag and the timeless Horsebit loafer return, reimagined and re-proportioned for today. Classic Gucci codes—Flora, GG monogram—get bold remixes: think nocturnal blooms, head-to-toe monogram, and a philosophy of “all or nothing.”

Silhouettes swing between extremes: feathered opera coats and fine jewelry share space with sheer hosiery dresses and sultry black-tie swimwear. Menswear gets a dose of glamour, while womenswear leans into sheer seduction and effortless sprezzatura. Dressing for pleasure is the moodboard here.

With La Famiglia, Gucci dives back into storytelling—mining its past while sketching the blueprint for what’s next. This is Demna’s canvas, setting the stage for his first Gucci show in February. The message? In this family, excess is elegance, and glamour is a birthright.