La Famiglia has been spotted on a roster of high-profile VIPs, including Dua Lipa (V113 cover star), Lady Gaga (V67, V85, V99, V109, and V118 cover star), Mariah Carey (V112 cover star), Miley Cyrus (V91 cover star), Jonathan Bailey (VMAN 53 cover star), and Justin Bieber, alongside Joe Keery, Kim Kardashian, Kim Petras, Nettspend, Fai Khadra, and Dixie D’Amelio.

As seen on the VIPs, the garments draw from the Bamboo 1947, the Flora motif, and the GG Monogram, reengaging Gucci’s iconic visual language through a contemporary lens. The collection was first revealed through a short film, offering a narrative-driven introduction to Demna’s creative direction for the Italian brand.

In place of a traditional runway format, the cinematic approach frames the collection within an exaggerated Italian family dynasty. Rather than following a linear plot, the film operates as a satirical tableau, staging a lavish gathering where loyalty, hierarchy, and spectacle coexist. Much like aristocratic families, power dynamics remain largely unspoken. Each figure occupies a defined role within this constructed clan, from the commanding matriarch to the glamorous outsiders who orbit the group.

Presented through film and amplified by early VIP sightings, La Famiglia introduces Demna’s vision through character and symbolism. The collection reframes Gucci’s archival elements through image and storytelling, marking a considered first step for the designer at the helm of the House.