Milan Fashion Week officially begins tomorrow, September 23rd, but as expected, Demna has released his debut collection for Gucci ahead of schedule. Forgoing a show this season for a lookbook (Demna will make his runway debut in February), the Spring 2026 collection, aptly dubbed La Famiglia, signals a return to the good old days of Gucci.
The collection, which refreshes and revives some of Gucci’s most storied House codes, begins to define and develop Demna’s vision for the House of Gucci. The lookbook, lensed by LA-based photographer Catherine Opie, starts with a Gucci monogrammed trunk, L’Archetipo, which translates to “The Archetype,” a fitting opening for a slate wiped clean.
Press notes describe a study of Gucciness—what makes the House of Gucci, Gucci. Under Demna’s direction, it is sexy and cool yet refined and elegant. Each look focuses on a different archetype—the personalities and distinct attributes that define the Gucci persona.
Reviving Iconic House Codes With a Modern Edge
The collection plays on Gucci’s most important House codes—motifs like Gucci Flora, Gucci Bamboo, the iconic Horsebit, and Guccio Gucci’s GG initials are present throughout. Ready-to-wear plays on elements of maximalism like sparkles, feathers, and faux fur—dressing up (and standing out) is encouraged.
Bags are mostly refreshed iterations of fan favorites like the Gucci Bamboo 1947 and the iconic Gucci Jackie, which is here to stay. Elsewhere, GG Monogram is given a fully crystallized update reminiscent of the Tom Ford era.
If this collection entices and excites you, you’re in luck. Gucci Spring 2026 will be available at ten Gucci boutiques from September 25th to October 12th. Discover more via Gucci and see the entire lookbook below.
Demna’s Gucci Era Begins With La Famiglia
Images courtesy of Gucci.
Well now!! This feels like the Gucci I know and love. I’m now very excited for the runway debut.
This is gorgeous. Back to a Tom Ford sensibility. That blue coat is stunning.