After first being unveiled last September during Milan Fashion Week, Gucci’s SS26 La Famiglia collection officially launches today in boutiques worldwide and online.
The much-anticipated—and unexpected—debut was marked by the screening of The Tiger short film, which introduced Demna’s first pieces for the brand, with Demi Moore taking centre stage as Barbara Gucci alongside a star-studded cast including Elliot Page, Keke Palmer, Alia Shawkat, and Kendall Jenner. Naturally, they were all dressed in Demna’s La Famiglia collection—a line that has already earned widespread praise across the industry and beyond.
Previously available exclusively in ten selected Gucci stores worldwide, the collection is now accessible to all; for those who weren’t able to shop it at the time, the wait is finally over—and our wish list is long.
The collection ranges from logo-adorned shirts and skirts, statement jackets, and red carpet–ready evening looks, all grounded by refined, new-era accessories. Iconic Gucci canvas knee-high boots, motif belts, and a reimagined Jackie bag headline the lineup—all of which will be available to shop from today both online and in all Gucci boutiques worldwide.
The Jackie, of course, remains a cornerstone of Gucci’s accessories archive. Demna’s update stays true to the silhouette’s legacy while introducing subtle, modern tweaks: a sleeker structure, new leather treatments—think grainy textures and luminous calfskin with a soft vintage patina—and a lighter GG canvas rendered in a more supple fabric.
These new Jackie bags, along with the La Famiglia ready-to-wear and accessories, have already captured the attention of collectors. The message from insiders? Invest now, as pieces from Demna's first Gucci collection are certainly considered collector items, marking a key moment in fashion history.
The full Gucci Spring/Summer 2026 collection is available to buy online at Gucci.com and in boutiques worldwide.
Shop our Gucci Spring/Summer 2026 favourites:
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