Gucci's new creative director Demna has always been one to do things differently—and one can assume that this was precisely his appeal for the Italian fashion house, that has been struggling for the past few years. It follows, then, that the Georgian designer would take a somewhat unorthodox approach to debuting his new vision for the brand, eschewing the traditional runway show in favour of something a little more unusual, but no less internet-breaking.
On the eve of Milan Fashion Week, Gucci unveiled a surprise first look at Demna's new collection via Instagram, entitled La Famiglia. "This collection marks the genesis of a new Gucci era: unapologetically sexy, extravagant and daring," according to the brand. "La Famiglia is a study of the 'Gucciness' of Gucci, an expression of the brand as a mindset and a shared aesthetic language."
