Our First Official Taste of Demna's Gucci Is Finally Here

Demna was first appointed Gucci's new creative director earlier this year and since then, all eyes have been on the former Balenciaga designer to see how he'd reshape the house's vision. At long last, the answer has arrived and our first taste of Demna's Gucci is finally here.

The new campaign is titled "La Famiglia" and, according to the press release, is a "study of the 'Gucciness' of Gucci," exploring how the brand manifests as a mindset and its own unique language. Presenting framed portraits of Gucci characters, the campaign introduces us to personalities like Miss Aperitivo, L'Influencer, La Bomba and Primadonna.

Taking inspiration from the sixties, the collection includes decadent fur coats, glitzy evening gowns and leather co-ords, reinventing and reviving house signatures. Elsewhere, the collection features new versions of the Gucci Bamboo 1947 bag, Horsebit Loafers and of course: sees the return of the GG Monogram.

Leaning into Demna's surrealist style, the result blends tradition with play, luxury with experimentation and elegance with sensuality. Offering a first taste of the designer's vision, the campaign acts as a teaser for Demna's debut showcase, which will occur in February next year.

Take a look at the new campaign above.

In other news, here's the latest from London Fashion Week.

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