Georgian Designer Brings “La Famiglia” Vision To Life
Georgian designer Demna has made his much-awaited debut for Gucci at Milan Fashion Week, marking the beginning of a new chapter for the iconic Italian fashion house. Instead of a traditional runway show, Demna chose to present his work through a short film titled The Tiger, showcasing a mix of men’s and women’s looks inspired by La Famiglia—a playful take on a flamboyant Italian family.
A Fresh Creative Start
Demna joined Gucci in July 2025 after a highly successful decade at Balenciaga, where he was praised for his bold and often provocative designs. At Gucci, however, his challenge is bigger: to revive the brand after a decline in sales. His debut collection does not repeat his past formulas but instead introduces a witty and elegant vision that blends Italian charm with modern creativity.
The new lineup includes striking gowns for the red carpet, stylish faux-fur coats, sharp tailoring, sheer vests, and miniskirts. Classic Gucci accessories make a strong comeback, with many looks nodding to the Tom Ford era that once defined the brand’s global rise. Demna explained that each archetype in the film—the diva, the influencer, the narcissist, and the mama’s boy—represents the variety of Gucci’s future customers.
The Road Ahead For Gucci
Demna, who dropped his surname Gvasalia in 2021, is known for bold creations like luxury versions of Ikea bags and even an $1,800 “trash pouch.” While such experiments stirred both admiration and criticism, Gucci now expects him to bring the same innovative spark while maintaining the house’s luxury identity.
There are challenges ahead. Gucci’s sales have slowed, especially in China, and analysts wonder if Demna’s dramatic style will appeal to Gucci’s global audience. Yet, Kering, Gucci’s parent company, has expressed full confidence in his creative leadership.
With The Tiger now introducing his first Gucci vision, the fashion world eagerly awaits whether Demna can balance daring innovation with the commercial success Gucci needs.
