Overview

• Gucci released a persona-driven lookbook titled La Famiglia on its wiped Instagram and website, described as a study of “Gucciness” shot by Catherine Opie.
• The co-ed preview comprises roughly 37–38 looks, with each framed as a named archetype that signals Demna’s character-led approach.
• A short film presentation called The Tiger, directed by Spike Jonze and Halina Reijn and starring Demi Moore, is slated to debut at the start of Milan Fashion Week.
• The capsule will be sold exclusively in 10 flagship stores from September 25 to October 12 across cities including New York, Los Angeles, London, Milan, Paris, Tokyo, Seoul, Shanghai, Beijing and Singapore.
• Heritage codes—Bamboo 1947, Horsebit loafers, Flora, and the GG monogram—are reworked in service of a quick commercial reset, with a broader rollout in January and Demna’s first runway show scheduled for February 2026.