Gucci: Demna unveils brand's new direction
Gucci's new creative director_ Demna Gvasalia_ has offered a first glimpse into Gucci's future. On Monday_ the designer presented _La famiglia__ "the beginning of a new_ brazen_ sexy_ excessive and provocative era"_ according to a press release.
The Gucci _La famiglia_ collection explores all the nuances of "Gucciness": the essence of Gucci as a vision and shared aesthetic. The brand's codes are reflected in Catherine Opie's portraits like an ideal family tree. It is a constellation of diverse personalities and contrasting aesthetic sensibilities; quirky facets of Gucci's multifaceted and ever-evolving soul.
The published lookbook begins with _L_archetipo__ a monogrammed suitcase. It is a nod to the house's origins_ rooted in the world of luxury luggage. Immediately following is _L_incazzata__ impetuous in her 1960s red coat. A striped pattern captures the feline and unpredictable boldness of _La bomba__ while _La cattiva_ envelops herself in the resolute elegance of a true femme fatale.
_Miss aperitivo_ thinks only of pleasure_ while _L_influencer_ is a social-media-enthusiast fashionista. _La mecenate__ _La contessa__ _Sciura_ and _Primadonna_ embody different manifestations of a single_ Italian elegance. _Principino_ and _La principessa_ also reveal themselves as two sides of the same coin: both love to be the centre of attention.
"A sense of exquisite nonchalance permeates every gesture: a low-heeled slingback_ a soft leather sabot just barely slipped over the heel. It is the art of _sprezzatura__ a casual elegance that describes the Italian lifestyle_" states a press release.
The distinctive models return in new interpretations. The Gucci Bamboo 1947 bag and the Horsebit loafer_ introduced by the fashion house in 1953_ are presented with new volumes and proportions. A nocturnal interpretation of the Flora motif stands alongside its more classic variant_ unchanging and eternal. The GG monogram marks every detail. Guccio Gucci's initials are worn in a total look_ from sunglasses to loafers – all or nothing.
The silhouettes alternate in a play of contrasts: from the maximalist opulence of gold jewellery and long_ feather-adorned coats to the neo-minimalist sensuality of close-fitting_ seamless garments.