Gucci by Demna delivers a study in Gucciness | Gucci Spring 2026 – Milan Fashion Week

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by brownfashionagal

I wanted to hate it. Really, I did. But Demna’s debut for Gucci, unveiled as a surprise lookbook titled La Famiglia was unfortunately amazing. I fell in love instantly. Somehow, Demna managed to distill the very essence of Gucci, while twisting it with his sardonic, knowing edge.

Shot by Catherine Opie, the collection unfolded through 37 portraits of archetypes—“Miss Aperitivo” in sequins, “La VIC” in wall-to-wall monogram, “L’Influencer” in a glossy leather set. Each character felt like a Gucci cliché refracted through Demna’s lens: witty, a little mocking, but deeply glamorous.

Heritage was everywhere, in Bamboo bags, Horsebit loafers, the Flora print yet none of it felt like mere nostalgia. Instead, Demna leaned into sprezzatura, that Italian knack for effortless elegance, styling kitten heels stepped-in and layering glossy jackets over rugby knits. There were sequined gowns and feathered coats for the drama, but also jeans and bombers cut with sly sex appeal.

This wasn’t Balenciaga-in-Gucci-drag; it was something more nuanced. Demna gave Gucci back its bite, its absurdity, its ability to make luxury feel both untouchable and a little tongue-in-cheek. If this is just the “aesthetic base” ahead of his February runway, the anticipation is only going to build. Demna’s Gucci has arrived and it’s impossible to look away.