Courtesy of Gucci
The Gucci Portrait Series characters and personas from the brand’s history, spanning from Grace Kelly’s signature flora to Tom Ford’s leather and lace.
Gucci’s Spring/Summer 2026 campaign, La Famiglia, introduces Demna’s cosmos at the historic Italian house with clothes that place character at the edge of reason. Rather than a singular muse, the shoot proposes a Gucci Gang: a family of relatable personalities, each articulating a different expression of “Gucciness” from all levels of society.
Shot by Catherine Opie, the satirical series is an anthropological study; figures such as Primadonna, Gallerista, Miss Aperitivo, L’Influencer, and La Bomba appear not as stereotypes, but as personas, with instantly recognizable behaviors and traits found on the streets of Milan.
The garments sharpen this thesis. Demna translates Gucci’s 105-year-old identity of supreme eclecticism and innovation through his subversive lens, allowing familiar elements, tailoring, leather, and accessories to surface without excess reverence. Incazzata’s streamlined red coat nods to mid-century futurism, and Gallerista’s all-black uniform highlights the conformity of the art world’s social codes.
Elsewhere, marabou-trimmed gowns, sleek leather separates, and faux-fur coats create a vibrant language of individuality; statement pieces designed to be mixed and matched for maximum impact. Masculinity here is reimagined along a spectrum of sprezzatura, the Italian art of nonchalant elegance. Direttore and Principino exemplify contrasting relationships to power and privilege, each defined by ease, confidence, and a fluid approach to both suiting and streetwear.
Now available worldwide and online, La Famiglia put Gucci back into the limelight, setting the tone for Demna’s highly anticipated runway debut this February.
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