The wait is over: Deman’s new Gucci is here. And is true for their hunger for disintegration, it came from surprise, falling through a lookbook 36 hours before the prescribed film-format matching presentation of the house last evening.
La Famiglia, the collection is our first primer in the new Damna-defined grammar of the house. Captured by Los Angeles-based Fine-Art photographer Catherine OP, it is a series of 37 paintings of characters that have been seen as “Gucci Ki Gucci” seen by its new artistic director. From Miss Epheritiveo, in her Sequin Minidress, for La Vik, in her top-to-to-giji monogram, through drug, whose shirt is almost unexpected for her GG Bakkal Belt, which is not unfamiliar to the fans of the house during its Tom Ford era, this family albums applies to the album Deemna’s Serdonic Gaz.
The first image of Opie is captioned to L’Archetipo, and a newly built Gucci trunk shows. This was the product on which Gucci’s early success was based, when fresh Gucci Gucci, working at London’s Savoy Hotel, returned home in Florence in 1921, established to dedicate a luggage-producer to the rich and notorious service of his time. In the next image, Demna has started writing her chapter of the story, Guchiyo started with a look called L’cazata, or ‘The Furious One’. Nevertheless, its theme is made by Maria Carla Boskono, a 60s of 60 scarlet mid-length coats, gloves, horset heels and a very elegant in Guchi-print headscorf, worn with a Guchi-staple bamboo bag.
The lookbook proceeds to collide more and more to those Gucci codes. The most contemporary characters include L’FLECERER (oversized lizard-Finish brown leather bomber with matching skirts, gucci-stop knit, horset slide-pump and full-coverage sunglasses). There is a Menswear Look, named Nerd, whose knit shirt is tied with a bent ribbon, which refers to the first outing of Alesndro Mitchell in the house. The most installed La Mechet (or ‘Merchant’, but also includes a node for the Milan headquarters of Gucci), in the metallic gowns of her entire length and in La Contesa, leg o ‘with mutton sleeves in her flower print waist gown.
According to Gucci Press Note, today, this collection (and possibly the film that will show it in further presentation) is conceived): “The aesthetic base on which Damna’s Gucci vision will be made for her first show in February.”
In March 2025, at the press conference, announcing a surprising appointment for Deman’s job, House’s Now-CEO Franceska Belletini said: “Gucci has two souls: it has a heritage and requires fashion … although it is not enough to inject creativity if the product does not have a standing for the situation of the product.” This collection certainly looks infallible Gucci, and its OP-band lens is finely calibrated for Deman’s disruptive and irreversible settings. We can only wait to see how the collision of the subject and the object develops – and the first sign will come when this collection goes on sale at ten Gucci stores around the world later this week.
