First Look at Demna’s Gucci Spring 2026 RTW Collection

Image via Gucci

Gucci’s Spring 2026 lookbook, “La Famiglia,” gives us a first glimpse of Demna’s bold and playful vision for the house. The character-driven portraits hint at a dramatic and creative runway presentation we cannot wait to see.

Gucci’s Spring 2026 Ready-to-Wear collection offers a tantalizing preview of what’s coming to the runway. Titled “La Famiglia”, the collection was unveiled unexpectedly through a lookbook just 36 hours before Milan Fashion Week, giving us a first glimpse of Demna’s bold vision for the storied house.

Captured by Los Angeles-based photographer Catherine Opie, the 37 portraits showcase characters who embody what Demna calls “the Gucciness of Gucci.” From “Miss Aperitivo” to “Narcisista” and “La VIC”, each figure channels modern archetypes with a playful, exaggerated edge. Think unbuttoned shirts paired with GG belt buckles nodding to Tom Ford’s era, or full GG monogram ensembles that feel both nostalgic and fresh.

While rooted in Gucci’s rich heritage, highlighted through elements like the Flora print, Bamboo bag, and Horsebit loafers, the collection also signals a shift. Demna blends tradition with theatricality, hinting at a more extravagant, irreverent aesthetic than seen under previous creative direction.

With its playful, character-driven storytelling, it leaves us more excited than ever to see how Demna will bring this vision to life on the runway, promising a presentation full of drama, creativity, and unmistakable Gucci flair.