Overview

• Gucci wiped its Instagram and released a 37-look La Famiglia lookbook shot by Catherine Opie, presenting archetypal characters as a study of “Gucciness.”
• The new chapter premiered in Milan through a 30-minute Spike Jonze–Halina Reijn film starring Demi Moore, screened inside Palazzo Mezzanotte.
• Celebrity guests including Gwyneth Paltrow and Serena Williams showcased the pieces as the brand opted for a cinematic presentation over a runway.
• The capsule revisits house signatures such as the Bamboo 1947 bag, Horsebit loafers, the Flora motif and the GG monogram in red-carpet-ready styling.
• A see‑now buy‑now rollout runs Sept. 25–Oct. 12 in 10 boutiques worldwide, as Kering monitors performance ahead of Demna’s first catwalk show in February.