Gucci is kicking off Spring Summer 2026 with La Famiglia, a campaign and collection. This marks the genesis of a new Gucci era described as unapologetically sexy, extravagant, and daring. Framed as wardrobes rather than just runway looks, La Famiglia introduces character-driven dressing that puts attitude, archetypes, and “Gucciness” at the center of the story.
A new Gucci era
La Famiglia is presented as a new chapter for Gucci under artistic director Demna. It announces a bolder take on sensuality and spectacle. The campaign is introduced as “a new campaign revealing the wardrobes for Spring Summer 2026 that mark the genesis of a new Gucci era: unapologetically sexy, extravagant, and daring.”
- Gucci describes La Famiglia as a revolutionary collection that reinterprets house codes for a new generation while staying rooted in heritage.
- The visual language favors confident silhouettes, high glamour, and a deliberate embrace of seduction as a core brand value.
Wardrobes as archetypes
Instead of a single muse, La Famiglia is built around archetypal characters, each with a distinct personality and wardrobe. These personas form an “extended Gucci family,” used to map out the many facets of what Gucci calls its shared aesthetic language.
- Archetypes such as La Bomba, Sciura, La Principessa, L’Influencer, and others embody different shades of Italianità, glamour, and attitude.
- The campaign visuals read like a tableau vivant, with each character styled in a fully formed look that feels like a life, not just an outfit.
Unapologetically sexy, extravagant, daring
The house positions La Famiglia as “unapologetically sexy, extravagant, and daring,” a mantra repeated across Gucci’s owned channels and social posts. That shift is visible in sharper, body conscious tailoring and styling choices that lean into pleasure and performance equally.
- Reports note the return of fitted suits, cinched jackets, low-rise denim with double G belts, sharp loafers, and Y2K leaning details like men’s flip-flops.
- Menswear and womenswear both embrace transparency, high slits, and eveningwear reimagined for a new dolce vita mindset.
Heritage codes reimagined
La Famiglia treats Gucci’s archive as a living toolkit, reworking familiar motifs. These are seen through a more theatrical lens. House signatures like the Horsebit, GG monogram, bamboo handles, and vintage-inspired eyewear appear throughout. They are refreshed through proportion and styling.
- Accessories range from horsebit-adorned leather belts to iconic handbags and jewelry that amplify each persona’s role in the “family.”
- The overarching idea is sprezzatura, a refined, effortless luxury where even the most dramatic looks feel worn with ease.
In stores and on gucci.com
Gucci confirms that La Famiglia is now available in selected Gucci boutiques and on gucci.com. This aligns the drop with the global Spring Summer 2026 rollout. Digital storytelling across Instagram, press, and the Gucci site connects the campaign film, lookbook, and e-commerce edits. It forms one coherent launch moment.
- Online, the La Famiglia section invites shoppers to “discover the archetype characters, their personalities and distinctive wardrobes.”
- The collection is positioned as a foundation for Demna’s Gucci, a preview of how future seasons will evolve this sensual, character-led universe.
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