Gucci’s Spring/Summer time 2026 assortment marks the daybreak of a radical new period below Demna’s creative direction. And whereas many waited with bated breath to identify the debut present on the Milan Vogue Week schedule, the previous Balenciaga lead set the tone for this daring new chapter by skipping the normal present setting altogether. As a substitute, the most recent assortment got here within the type of a lookbook drop.
Entitled La Famiglia, Spring/Summer time 2026 was each a research and a celebration of “Gucciness,” offered as a collection of archetypes captured by photographer Catherine Opie’s portraits. With every persona, Demna explores the multifaceted spirit of Gucci.
Opening with L’Archetipo, a monogrammed journey trunk that nods to Gucci’s beginnings in valigeria, the narrative unfolds via characters similar to La Bomba, a diva embodied by Alex Consani; La Cattiva—or ‘the Dangerous One’—a extreme and seductive determine; and La Principessa, a regal magnificence in feathered pink and chiffon. Collectively they type a kaleidoscope of Gucci attitudes, every wearing their very own distinct vocabulary of glamour.
All the time one to think about the archives, heritage motifs return with contemporary Demna-isms: the Flora print reborn in nocturnal hues, the ‘GG’ monogram scaled to cowl every part from lenses to loafers, the Horsebit idler and the Bamboo 1947 bag re-proportioned for a brand new technology. Sprezzatura, the Italian artwork of easy class, runs all through, with slingback kitten heels worn stepped-in and feathered opera coats offset by body-hugging hosiery clothes.
Menswear is handled with equal indulgence, whereas eveningwear is reimagined in clear bodycon units or voluminous, flowy silhouettes, and swimwear will get a black-tie twist. In a daring rewriting of La Dolce Vita, this new chapter is a celebration of daring Italian luxurious and its uniquely camp sophistication.
With La Famiglia, Demna locations storytelling again on the coronary heart of Gucci, seeking to the previous to challenge the long run. It’s the basis stone of a brand new Gucci period, laid together with his signature theatrical aptitude and irreverence.
