Demna's 37-look-strong Gucci SS26 Famiglia collection has been immortalised through a new campaign photographed by Catherine Opie, known for her portraiture exploring familial and political power structures. From Incazzata’s crimson coat that channels the spirit of the ‘60s, to Direttore’s sharply tailored suit, Demna diffuses stylistic cues taken from Gucci’s Florentine archives, honouring the label’s past whilst amping up anticipation ahead of his sophomore show as artistic director this February.

Each image exudes an innate sense of ‘sprezzatura,’ portraying Denma’s stance on how quintessential ‘Gucci’ personas dress and act. In the words of the house, Demna’s opening act is unabashedly “sexy, extravagant and daring.” We tend to agree.

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