Demna's Gucci has arrived, showcasing a deep dive into the essence of Gucciness.

      Technically, today marks the final day of London Fashion Week, but it doesn’t feel like it. Just twelve hours ago, at 2 a.m. New York time, Gucci unveiled all 38 looks from its inaugural collection created by former Balenciaga Creative Director Demna on Instagram. Although Gucci's official presentation is scheduled for tomorrow and will feature a film titled The Tiger—starring Demi Moore and directed by Spike Jonze and Halina Reijn—this unexpected and unannounced early lookbook release has every fashion enthusiast buzzing with excitement before Milan Fashion Week even kicks off.

      Demna’s appointment at Gucci back in March was initially surprising, as his controversial style at Balenciaga seemed too provocative and at times less glamorous compared to Gucci’s established reputation. This collection indicates that Demna’s version of Gucci will take a different approach, focusing on Italian glamour, glamorous red carpet outfits suitable for a LACMA gala, and references from the archive. Fans are already expressing their enthusiasm online, with the highest praise being speculation on which look Rihanna will choose to wear. We’re betting on the plush blue coat, though there are numerous options that would suit Rihanna, which is quite an achievement.

      While not officially confirmed, the collection appears to be a fall/winter line and will be accessible across 10 Gucci stores, from New York to Tokyo, from September 25 to October 12. The press release stated, “La Famiglia marks Gucci’s return to storytelling, merging past influences with future aspirations,” describing the aesthetic foundation that Demna’s vision for Gucci will be built upon as he prepares for his first show in February. Gucci is allowing Demna to gradually present his vision while giving us an enticing preview of what’s in store. This lookbook release has the fashion community more eager than ever for the fashion film premiere tomorrow and any additional surprises that may be forthcoming.

      The collection is titled La Familgia because it explores the “Gucciness of Gucci,” as noted in the press release, which also emphasizes, “This collection signifies the dawn of a new era for Gucci: unabashedly sexy, extravagant, and bold.” Each look is presented like a family portrait, complete with a name at the bottom to represent different archetypes. These archetypes embody various personalities and aesthetic outlooks that define the fashion house as a whole. The result is cinematic, dramatic, and highly enjoyable, perfectly capturing the Italian essence.

      The press release identifies several key characters: “A Bomba’s fierce feline whimsy is reflected in her ‘stripes,’ while La Cattiva exemplifies the poised elegance of a femme fatale. Miss Aperitivo is all about enjoying life, and L’Influencer represents the fashion enthusiast of the social media age. La Mecenate, La Contessa, Sciura, and Primadonna radiate refined Italian sophistication, while Principino and La Principessa portray two facets of the same personality: the spotlight." Personally, we identify with La Drama Queen, wrapped in a stunning, fluffy coat of soft pastel purple. The only glimpse of her skin visible is her long leg peeking out from a feather trim, showcasing the quintessential fabulous sexiness that Gucci is renowned for.

      Evidently, Demna has been exploring the archives, as this collection includes some of Gucci’s most iconic items, from the Bamboo 1947 bag to the Horsebit loafer. Familiar motifs such as the Flora and the GG Monogram also make an appearance. Several looks incorporate multiple archival references, reinforcing that a complete Gucci ensemble is undoubtedly the ultimate Gucci look.