Family, Refined: Gucci Ushers in a New Chapter of Glamour with La Famiglia
In Partnership with Gucci
Edinburgh gets an exclusive look. The House’s latest collection arrives in the capital for a limited run, bringing unapologetic elegance, rich heritage codes and fresh attitude. Exclusive drinks and canapés will be served in store for early visitors.
Gucci’s La Famiglia marks the start of a new era for the House. It is bold, sexy, extravagant and rooted in the unmistakable “Gucciness” that has shaped the brand for over a century. This is new artistic director Demna’s lens on the family narrative: personal style, shared identity and an aesthetic language built on attitude as much as craftsmanship.
The collection reimagines the House’s heritage through portraits of an extended Gucci “family”, shot by Catherine Opie. Each look is anchored in a distinct persona. There is the meticulous glamour of L’Archetipo with its monogrammed travel trunk, the fiery 60s spirit of the Incazzata red coat, the volatile feline confidence of La Bomba and the dangerous seduction of La Cattiva.
Miss Aperitivo captures the spirit of a woman who is entirely at ease with pleasure. L’Influencer brings the social fashion obsessive to life. La Mecenate, La Contessa, Sciura and Primadonna lean into Italian elegance from different angles while Principino and La Principessa centre the idea of being the main event. Together, they form a study in sprezzatura, where kitten heels, leather mules and slouching eveningwear build to effortless sophistication. Which one are you?
Archive motifs appear throughout with purpose. The Bamboo 1947 bag returns, lighter and proportioned for modern life. The Horsebit loafer retains its status, unchanged since 1953 for good reason. Flora is reborn in a nocturnal mood. The GG monogram runs across silhouettes with either restraint or abandon, depending on the wearer’s instinct. Menswear steps into the mix with transparent body sets and clean jersey swimwear that push the boundaries of evening style.
La Famiglia is Gucci stepping back into storytelling, using the past to define the future ahead of Demna’s first full show in February.
Edinburgh Boutique Experience
La Famiglia arrives exclusively at Gucci Edinburgh from November 26th to December 5th at 13-15 Multrees Walk, New Town, Edinburgh, EH1 3DX.
From November 26th to November 30th guests will be welcomed with complimentary drinks and canapés (10.00-18.00), making it the ideal moment to pause a while and see the collection up close.