Gucci’s Contemporary Refresh Kickstarts with New Muses and a Campaign Shot by Demna

Under Demna Gvasalia’s creative direction, Gucci unveiled a new era marked by his signature sleaze-infused perspective. His “La Famiglia” collection was presented as a short film in September 2025, and Demna’s first runway show for the brand followed in February 2026. For both ranges, the creative director reframed Gucci’s roots while still honoring its heritage — the Fall/Winter 2026 collection e