New on Rodeo · Collections
Presenting the Gucci: La Famiglia Campaign
The House unveils Gucci: La Famiglia, a new campaign revealing wardrobes that mark the genesis of a new Gucci era by Demna: unapologetically sexy, extravagant, and daring. First unveiled in September, the La Famiglia collection reflects Demna’s ongoing research into the House’s archival and visual codes across multiple eras, in anticipation of and building up to his personal vision for Gucci, which will be revealed in February.
· March 4, 2026
The House unveils Gucci: La Famiglia, a new campaign revealing wardrobes that mark the genesis of a new Gucci era by Demna: unapologetically sexy, extravagant, and daring. First unveiled in September, the La Famiglia collection reflects Demna’s ongoing research into the House’s archival and visual codes across multiple eras, in anticipation of and building up to his personal vision for Gucci, which will be revealed in February. Captured by Catherine Opie, each character appears as a distinct facet of the House’s personas, shaped by attitude, aesthetic language, and the shared mindset that defines the ‘Gucciness’ of Gucci. The La Famiglia collection will be available in Gucci stores worldwide and on gucci.com starting January 8. Shop the collections at Gucci Beverly Hills .