Demna’s first Gucci collection, La Famiglia, arrives in Manila, revealing a bold exploration of the brand’s distinctive DNA—a study of what makes Gucci, well, Gucci. Discover how the house reimagines its iconic codes through a family portrait of personalities that share a singular, audacious aesthetic language.
As the first fashion season of 2026 approaches, one name is on everyone’s lips: Demna at Gucci. The fashion world has been holding its breath, waiting to see how the acclaimed creative director will reimagine one of the most iconic Italian fashion houses. While his debut catwalk show is scheduled in February, luckily for us, Manila gets an early taste of what’s to come with Demna’s “La Famiglia,” now available in stores. Originally a “see now, buy now” drop immediately available in ten cities after its presentation in September, this creative manifesto declares Demna’s direction for the house: unapologetically sexy, extravagant, and daring.
The collection’s presentation was itself a bold statement. Last September, it was dropped as a surprise digital launch presented as a family portrait gallery. The Italian archetypes—from Incazzata to Direttore—represent different expressions of a singular Gucci essence. It’s a visual exploration asking: What makes the Gucci family recognizable?
The portrait gallery lookbook was complemented by “The Tiger,” a short film directed by Spike Jonze and Halina Reijn. The film starred Demi Moore, Ed Norton, and Kendall Jenner, among others, dressed in and embodying Gucci’s “La Famiglia.”
Beyond seasonal trends, the collection speaks to the brand’s identity itself. Silhouettes sweep from maximalist grandeur to neo-minimal sensuality. Heritage signatures and motifs are not just revisited but reimagined. According to the brand, “La Famiglia marks Gucci’s return to storytelling, going back to the future by way of the past.”
This is an invitation to understand a brand’s DNA—to see how one aesthetic can manifest in countless ways, yet remain fundamentally, recognizably itself.
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Who Are You In Gucci’s “La Famiglia”
Not to play any family favorites, but these are some of our favorite archetypes from “La Famiglia,” and their statement pieces. Any of them speak out to you?
The Incazzata: Fiery and Unapologetic
The Direttore: Cinema Cool Personified
The It-Girl: Trending On Her Own Terms
Must-Have Pieces From Gucci’s “La Famiglia”
The Italian art of effortless elegance, known as sprezzatura, pervades the collection in every detail. The shoes are stepped-in and slightly undone, with classic signature bags providing effortless ease.
A major moment is the Gucci Bamboo 1947 bag, as the 78-year-old icon is now re-proportioned for modern times. And for the evening? A fringe bag with a silver bamboo-style handle that blends heritage and modernity.
Gucci’s La Famiglia collection arrives in the Philippines on January 8. Gucci is located at Greenbelt 4 in Makati City, Shangri-La Plaza Mall in Mandaluyong City, Solaire Resort in Paranaque City, and NUSTAR Resort & Casino in Cebu City.
Photos courtesy of Gucci
Frequently Asked Questions
The collection serves as a visual exploration of Gucci’s core genetic code, framed through a digital family portrait gallery. It explores classic Italian archetypes to analyze what makes the brand’s identity instantly recognizable across diverse personas, balancing maximalism with sensuality.
The collection officially arrived in local multi-brand environments and dedicated retail boutiques on January 8. The rollout followed an exclusive “see now, buy now” presentation sequence originally activated across ten global fashion capitals.
The historic 78-year-old structural icon is re-proportioned for contemporary styling demands. Modern variations include evening-ready fringe compositions accented by a silver-toned bamboo top handle, bridging historical luggage craftsmanship with directional Italian elegance.
The collection is distributed through authorized retail points within primary domestic luxury centers. Patrons can access the pieces at Greenbelt 4 in Makati City, Shangri-La Plaza in Mandaluyong City, Solaire Resort in Parañaque, and NUSTAR Resort and Casino in Cebu City.
The physical lookbook portfolio was augmented by The Tiger, an editorial short film co-directed by Spike Jonze and Halina Reijn. The cinematic project features an ensemble cast including Demi Moore, Edward Norton, and Kendall Jenner demonstrating the collection’s focus on effortless style.
