This morning, Gucci has released a first look at Demna's vision for the house, ahead of his debut at Milan Fashion Week tomorrow.
Titled "Gucci Famiglia," the campaign welcomes the new creative director's era at Gucci, and, in true Demna fashion, explores the "Gucciness of Gucci," unpacking the codes of what makes the Italian brand what it is through portraits of the extended Gucci family, as lensed by Catherine Opie.
Catherine Opie for Gucci
Catherine Opie for Gucci
The portraits are framed with plaque captions, detailing the different Gucci personas that make up the house. Mariacarla Boscono poses in a cropped, classic red single breasted coat with dark sunglasses, while Alex Consani is captured in a tiger-print fur coat with exaggerated shoulders and pointed pumps. There are hints of Demna-isms throughout, too: the bold, color-blocking, logomania two-piece sets and sheer gowns, and dresses that loosely nod to his time at Balenciaga with oversized proportions and singular prints.
Here, Demna imbues the house with the subtle sense of sex we haven't seen at Gucci in some time. There's a bare chest under a leather jacket, a button-down shirt is left almost completely unbuttoned, a male model poses in nothing more than a speedo. Each character nods to the creative director's ideology, detailing, and occasionally poking fun at the people that make up Gucci's world.
As we look towards the future of Gucci under Demna's guiding hand, it's no doubt that these archetypes will play out on the runway tomorrow, and in future collections to come.
Catherine Opie for Gucci
Catherine Opie for Gucci
Catherine Opie for Gucci
Catherine Opie for Gucci
