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.
The former creative director of Balenciaga, Demna was appointed artistic director of Gucci in March in a very surprising move from Kering, the luxury group behind both labels. While the designer will reveal his full vision for Gucci next season, this collection “marks the genesis of a new Gucci era: unapologetically sexy, extravagant and daring”, according to a press release.
La Cattiva (the Mean Girl) was one of the looks in the line-up for Gucci spring/summer 2026. Photo: Catherine Opie
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Kering’s most important brand and its cash cow, Gucci has gone through major changes in recent years. After enjoying rapid growth under CEO Marco Bizzarri and designer Alessandro Michele in the late 2010s and post-Covid, the brand changed direction in 2023 when designer Sabato De Sarno was named creative director. He stayed in the role for only two years.
This sexy look is worn by Miss Aperitivo, one of the characters conjured up by Demna. Photo: Catherine Opie
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.
Last week, Kering’s recently appointed CEO Luca de Meo named Francesca Bellettini, previously CEO of Saint Laurent and a Kering veteran, as Gucci’s CEO. Given her remarkable track record, her arrival at Gucci is just as significant as that of Demna.
Ereditiera (the Heiress), a character from La Famiglia, Gucci’s spring/summer 2026 collection. Photo: Catherine Opie
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.
A gown in Gucci’s signature Flora print. Photo: Catherine Opie
Opie’s artfully staged and impeccably styled photographs are framed to look like modern-day versions of Old Master paintings.
