This spring / summer 2026 season is being billed as the Great Designer Reshuffle, and Milan has four tectonic designer shifts. New in: Dario Vitale at Versace, Louise Trotter at Bottega Veneta, Simone Bellotti at Jil Sander and, of course, Demna at Gucci.
Although Demna’s grand unveiling won’t be until February 2026, the Georgian designer wanted to ride the momentum of change and offer an enticing surprise collection that plays on the House archives.
Marking the birth of a new Gucci era - which will be ‘unapologetically sexy, extravagant, and daring’ - La Famiglia is a study of the ‘Gucciness’ of Gucci,’ says the brand.
Through framed portraits of an extended Gucci family, we see a whole host of personalities, dressed to the nines. La Snob is drop-dead chic in long body hugging black with a dramatic shoulder line. L’Influencer is boasting a chunky chocolate tooled leather bomber jacket and matching mini skirt; while La VIP is coated in beige GG monogram and La Drama Queen is delightfully dramatic in pale grey ostrich feathers.
So what to buy? One of our favourite house personalities is the Incazzata (the fiery one) in her short sharp coat in scarlet that hails from Gucci’s 1960s archive. If you’re in the market for a little coat this season, you can’t go far wrong with this – wear with tights and Mary Janes or shake it up with jeans and cowboy boots. It’s very Jackie O.
La Contessa is dripping in the Flora print, first released in 1966 as a custom silk scarf gifted to Princess Grace of Monaco, designed by illustrator Vittorio Accornero de Testa. It’s an absolute beauty, featuring intricate flowers, fruits, and insects, on a black or white background, and here cut into very Demna-esque silhouettes. We particularly love this long black printed dress.
For the ultimate Gucci bag, look no further than the bamboo bag of 1947, a 78-year old classic that has been worn through the years by everyone from Elizabeth Taylor and Princess Diana to Grace Kelly. So chic.
And of all the loafers this season – and it is the shoe of this autumn - you can’t go far wrong with this 1953 Horsebit loafer, one of Gucci’s greatest signatures, worn by the likes of Brigitte Bardot and Jane Birkin.
But hurry, this collection is super exclusive and only available in the following 10 stores: Beijing SKP, Beverly Hills Rodeo Drive, London New Bond Street, Milan Monte Napoleone, Paris Montaigne, Seoul Cheongdam, Shanghai Plaza 66, Singapore Marina Bay Sands, Tokyo Aoyama and Wooster New York.
Available from 25 September to 12 October in selected stores.
So catch it if you can!
Hattie Brett's first job in journalism was editorial assistant of Grazia – and in 2018, she returned to the brand as editor-in-chief. That means she oversees all the editorial content across print, digital and social. She loves campaigning on issues that really matter to her audience, for example calling on the government to hold an inquiry into the cost and accessibility of childcare.
Main Image credit: Gucci