Spring/summer 2026 collection La Famiglia ‘marks the genesis of a new Gucci era: unapologetically sexy, extravagant and daring’
The well-orchestrated soft launch of Demna’s first collection for Gucci began with a series of portraits taken by Catherine Opie, which were unveiled 24 hours before a much-anticipated event on day one of Milan Fashion Week.
Amid a global luxury slowdown that has significantly impacted markets such as China, Gucci has been hit particularly hard, with sales falling 25 per cent in the second quarter of this year alone.
Named La Famiglia, the collection presented in Milan highlighted a series of archetypes – or stereotypes, you may say – of very Italian personas, from the Heiress to the Milanesa (the Milanese Woman), the Drama Queen and the Prima Donna.
Opie’s artfully staged and impeccably styled photographs are framed to look like modern-day versions of Old Master paintings.
