The fashion world is buzzing with excitement as Gucci, the iconic luxury brand, revealed the first designs from its new creative director, Demna. On September 22, 2025, Gucci shared a sneak peek of Demna’s debut collection, “La Famiglia,” through dozens of Instagram posts. This reveal came just a day before Milan Fashion Week, where Gucci is set to showcase its new direction under Demna’s leadership. The Kering-owned brand is undergoing a major transformation to revive its position in the luxury market. Here’s a closer look at this bold new chapter for Gucci.
1. A Fresh Vision for Gucci
Demna, previously known for his groundbreaking work at Balenciaga, is bringing a fresh perspective to Gucci. His debut collection, titled “La Famiglia,” is described as “unapologetically sexy, extravagant, and daring.” The Instagram teaser showcased a variety of looks for both men and women, including flowing gowns, sharp suits with long hems, bulky shoulders, low-waist trousers, and a range of stylish handbags. These designs mark the beginning of a new era for Gucci, one that aims to redefine the brand’s identity in the luxury fashion world.
The collection draws inspiration from Gucci’s glamorous past, particularly the era under designer Tom Ford, known for its bold and seductive style. Demna has hinted that this reveal is just the starting point. In an interview with WWD, he described the Instagram posts as “baby steps” toward building his vision for Gucci. He aims to reset how people see and understand the brand through his unique reinterpretation.
2. Breaking Tradition with an Early Reveal
Gucci’s decision to share Demna’s designs on Instagram before the official Milan Fashion Week presentation is a bold move. Traditionally, luxury brands unveil their collections at exclusive runway shows attended by a select audience. However, Gucci’s early reveal reflects a shift in the fashion industry. Brands are now finding new ways to connect with shoppers, especially younger generations who are looking for more accessible and affordable fashion options.
This social media strategy has already received praise. Anne-Laure Chansel, a luxury marketing researcher at Paris’s EIML business school, noted that the Instagram posts have created a buzz. She said, “The comments are already positive: drama is back in a spirit that is 100 percent Gucci.” By sharing the collection online, Gucci is making its designs more accessible and engaging for a global audience.
3. A Strategic Launch Plan
Demna’s “La Famiglia” collection will be available in just 10 stores worldwide for a limited two-week period starting the day after a premiere film on September 23, 2025. These stores are located in major fashion capitals: Los Angeles, New York, London, Milan, Paris, Beijing, Shanghai, Singapore, Seoul, and Tokyo. This exclusive launch adds to the collection’s allure, creating a sense of urgency for fashion enthusiasts.
Gucci’s first full fashion show under Demna’s direction is scheduled for February 2026. This show will likely provide a deeper look into his creative vision and set the tone for Gucci’s future. For now, the Instagram teaser and limited store availability are building anticipation for what’s to come.
4. Gucci’s Challenges in the Luxury Market
The luxury fashion industry has faced challenges in recent years, and Gucci is no exception. After enjoying nearly a decade of 10% annual growth, the sector saw a decline last year. Gucci reported a significant 25% drop in second-quarter sales in July 2025, a steeper fall than many of its competitors. To address these struggles, Gucci’s parent company, Kering, appointed Francesca Bellettini as the new CEO last week. Her mission is to turn around the brand’s fortunes and restore its position as a leader in luxury fashion.
Demna’s appointment as creative director is part of this broader effort to revitalize Gucci. His bold and innovative approach is expected to attract a new generation of customers while staying true to the brand’s legacy of glamour and sophistication.
5. Why This Matters for Fashion Fans
Demna’s debut collection is more than just a new set of clothes—it’s a signal of change in the fashion industry. Luxury brands like Gucci are adapting to a world where shoppers, especially younger ones, are more cautious with spending due to inflation. By using platforms like Instagram to share designs and focusing on bold, eye-catching styles, Gucci is working to stay relevant and exciting.
The early feedback on Demna’s collection is promising. Fans and industry experts are excited about the return of Gucci’s dramatic and glamorous style. As the brand prepares for its Milan Fashion Week presentation and the February 2026 show, all eyes are on Demna to see how he will shape Gucci’s future.
6. What’s Next for Gucci?
Gucci’s transformation under Demna is just beginning. The “La Famiglia” collection is a glimpse into the brand’s new direction, blending bold designs with Gucci’s signature extravagance. The limited store availability and upcoming fashion show will keep the buzz going, while Demna’s vision continues to unfold. With Francesca Bellettini as CEO and Demna as creative director, Gucci is poised to reclaim its spot as a trendsetter in the luxury world.
As the fashion industry evolves, Gucci’s ability to connect with younger shoppers and adapt to changing trends will be key. For now, the Instagram reveal has set the stage for an exciting new era, and fashion fans around the world are eager to see more.
