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Gucci’s Spring/Summer 2026 collection marks the dawn of a radical new era under Demna’s creative direction. And while many waited with bated breath to spot the debut show on the Milan Fashion Week schedule, the former Balenciaga lead set the tone for this daring new chapter by skipping the traditional show setting altogether. Instead, the latest collection came in the form of a lookbook drop.
Entitled La Famiglia, Spring/Summer 2026 was both a study and a celebration of “Gucciness,” presented as a series of archetypes captured by photographer Catherine Opie’s portraits. With each persona, Demna explores the multifaceted spirit of Gucci.
Opening with L’Archetipo, a monogrammed travel trunk that nods to Gucci’s beginnings in valigeria, the narrative unfolds through characters such as La Bomba, a diva embodied by Alex Consani; La Cattiva—or ‘the Bad One’—a severe and seductive figure; and La Principessa, a regal beauty in feathered pink and chiffon. Together they form a kaleidoscope of Gucci attitudes, each dressed in their own distinct vocabulary of glamour.
Always one to consider the archives, heritage motifs return with fresh Demna-isms: the Flora print reborn in nocturnal hues, the ‘GG’ monogram scaled to cover everything from lenses to loafers, the Horsebit loafer and the Bamboo 1947 bag re-proportioned for a new generation. Sprezzatura, the Italian art of effortless elegance, runs throughout, with slingback kitten heels worn stepped-in and feathered opera coats offset by body-hugging hosiery dresses.
Menswear is treated with equal indulgence, while eveningwear is reimagined in transparent bodycon sets or voluminous, flowy silhouettes, and swimwear gets a black-tie twist. In a bold rewriting of La Dolce Vita, this new chapter is a celebration of bold Italian luxury and its uniquely camp sophistication.
With La Famiglia, Demna places storytelling back at the heart of Gucci, looking to the past to project the future. It is the foundation stone of a new Gucci era, laid with his signature theatrical flair and irreverence.
