Demna presented his first collection for Gucci, titled “La Famiglia,” through a lookbook photographed by Catherine Opie. The collection opens with the “L’Archetipo” travel trunk, referencing Gucci’s historic luggage heritage. It unfolds into 37 men’s and women’s looks representing different facets of “the Gucci image.” Several designs nod to past creative directors: “Narcisista” pays tribute to Tom Ford’s sensual glamour, while “Nerd” references Alessandro Michele’s eclectic style. Gucci’s signature GG monogram and horsebit motif appear sparingly throughout. The collection will be available September 25 to October 12 at select Gucci boutiques worldwide, including Beijing SKP and Shanghai Plaza 66.