Gucci Teases First Looks from Demna’s Debut Collection Ahead of Milan Fashion Week
Luxury fashion house Gucci has given the public an early preview of its upcoming collection by new creative director Demna, uploading dozens of images on Instagram a day before Milan Fashion Week officially begins.
Highlights of the “La Famiglia” Collection
The featured styles, dubbed “La Famiglia”, include both women’s and men’s wear, ranging from flowing gowns to sharply tailored suits. There’s a mix of dramatic elements, such as long hems that pool at the feet, low-waist trousers, and structured, bulky shoulders. Handbags also form a key accessory lift in the preview.
Gucci describes the collection as marking the beginning of “a new Gucci era: unapologetically sexy, extravagant and daring.”
Designer’s Vision & Industry Context
Demna, formerly with Balenciaga, referred to the Instagram teaser as “baby steps,” indicating he is still shaping his vision for Gucci. He expressed a desire to reset how people view and understand the brand, pointing to the provocative and boundary-pushing era of Tom Ford’s Gucci as a source of inspiration.
The early reveal (before the scheduled runway presentation) is a somewhat unusual move, reflecting Gucci’s and the wider fashion industry’s efforts to engage consumers directly, especially younger shoppers, and to adapt amid stagnating sales and challenging economic conditions.
Commercial & Strategic Moves
Gucci plans to offer the new collection in 10 flagship stores globally (including Los Angeles, New York, London, Milan, Paris, Beijing, Shanghai, Singapore, Seoul, and Tokyo), available for two weeks starting the day after the premiere.
The brand is making these moves at a time when it has been facing a decline in sales. It recently reported a 25% drop in second-quarter sales. Meanwhile, Gucci’s parent company, Kering, has appointed Francesca Bellettini as its new CEO in a bid to reverse the downward trend.