Gucci La Famiglia by Demna 2025 “The Gucciness of Gucci… Little Murder at the Aperitivo Hour”. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE. Photo Courtesy: Gucci.

Alert the group chat and light a prayer candle to Saint Tom Ford — Demna has entered Gucci.

Yes, that Demna. Former headmaster of “Balenciaga: How to Scare a Rich Girl in 10 Looks,” is now puppeteering the house of Gucci. And the first collection? A drop (because “collection” is far too formal) is aggressively packed with clichés.

Entitled “La Famiglia”, this limited-edition ensemble of fashion caricatures dropped out of nowhere — like that one cousin who only shows up for inheritance talks. No runway, no teaser, just 37 “portraits” landing like a Gucci trunk on your foot: heavy, confusing, and somehow still in high demand. And God, or God, I hope it’s not a real fur on LA DRAMA QUEEN, LA BOMBA etc.

The Gucci Family Album You Didn’t Ask For

The lookbook presents “characters” representing “The Gucciness of Gucci.” Read: every stereotype the brand has ever created, dressed up for a family reunion none of us RSVP’d for.

Then comes L’Incazzata — “The Furious One.” Except she looks less like she’s about to start a revolution and more like she’s about to politely return a Birkin because the shade of rouge isn’t quite right. Maria Carla Boscono, in red 60s coat and bamboo bag, serves “First Wife Who Knows Everything and Says Nothing Until the Will Is Read.”

From there, the collection spirals faster than a Gucci belt buckle at a Monte Carlo afterparty.

There’s Miss Aperitivo, who’s clearly been sipping too much Aperol — sequin mini, glassy-eyed stare, and all the desperation of a forgotten influencer waiting for someone to ask about her discount code.

Then we meet La VIC — a walking monogram. She’s not a person, she’s a wallpaper. She’s what happens when branding loses its last shred of dignity and becomes sentient.

Ah, and Il Narcisista. Shirt unbuttoned down to his Gucci buckle, oozing Ford-era sleaze with all the subtlety of a leather-wrapped peacock. You can smell the cologne through the photo. Tom Ford is either flattered or filing a restraining order.

Other family “members” include:

• L’Influencer: Possibly on parole from Balenciaga. She’s wearing an oversized bomber in lizard finish, full-coverage sunglasses, and the self-awareness of a soap dish.
• Nerd: Who clearly just wandered in from Alessandro Michele’s closet with a sad ribbon around his neck and a knit shirt he refuses to let go of emotionally.
• La Mecenate: Which apparently means “merchant” but let’s be honest — she’s giving “godmother of Milanese Botox”.
• La Contessa: The ghost of Gucci past, wrapped in Flora print and sleeves large enough to have their own zip code.

The Collection That Whispered, “Buy Me, I’m Limited”

This isn’t fashion. This is Demna with a straight face saying, “Let’s make a parody, call it legacy, and sell it for €4,900.” Because collectors, beware: this drop is exclusive to only ten boutiques around the world. From Paris to Marina Bay Sands, the store list reads like a tour of high net-worth delusion.

September 25 to October 12. That’s it. Because just like Demna’s irony, it expires in two weeks.

Oh, and don’t expect a proper show — we’re getting a film-format presentation. Which we can only assume will be either a mockumentary or a hostage video for the soul of Italian fashion.

What Does It All Mean?

According to Gucci’s press notes — and possibly a lost Borges short story — this “collection” is the “aesthetic base upon which Demna’s Gucci vision will be built.”

Translation: You haven’t seen anything yet. This was just the appetizer. Miss Aperitivo is only warming up.

Final Thoughts:

“La Famiglia” is less about fashion and more about a marketing hallucination. It’s kitsch with couture budget.

But will it sell? In 2025, irony is luxury, clichés are currency, and nothing says exclusivity like a GG monogrammed identity crisis. Who is really up to?

So go ahead, darling — grab your Bamboo bag, unbutton your shirt to the navel, and strike your best Contessa pose. Demna’s “The Gucciness of Gucci” is here. And it’s laughing at you, not with you.

See All Looks Gucci La Famiglia by Demna 2025