There’s a quiet electricity that runs through Gucci: La Famiglia. Not the kind that shouts, but the kind that lingers, charged with anticipation, intimacy, and intention. This is not yet Demna’s first full collection for the House, but it is something just as telling: a prelude. A mood. A declaration of values. And within this extended Gucci family, Trevor Stuurman and Sarah Langa emerge not as cast members, but as cultural protagonists.
Through the Lens: Presence Over Performance with Shezan Waggie
Captured through the lens of Shezan Waggie, the imagery feels deeply considered, rooted in presence rather than performance. There’s a softness to the framing, a confidence in restraint, that allows personality to lead. It’s here that Trevor and Sarah’s inclusion feels most powerful: not as tokens of global diversity, but as embodiments of the very “Gucciness” the House is redefining.
Images: Courtesy of Shezan Waggie
The Genesis of Demna’s Gucci
Unveiled last September, La Famiglia marks the genesis of Demna’s vision for Gucci—one built on archival interrogation, sensual provocation, and an unapologetic embrace of character. Across the collection, wardrobes function like psychological portraits.
Demna Gvasalia, New Creative Director of Gucci
Gesture, styling, and attitude work together to articulate identity, rather than trend. The result is a cast of characters who feel lived-in, self-possessed, and unmistakably bold.
Trevor Stuurman: Inhabiting the Codes of La Familia
Trevor Stuurman’s presence within this universe feels particularly resonant. A visual storyteller in his own right, Trevor has long shaped the way Black identity, elegance, and power are represented, locally and globally.
Images of Trevor Struuman, Courtesy of Shezan Waggie
Within La Famiglia, his embodiment of Gucci’s codes feels instinctive: expressive without excess, grounded yet magnetic. He doesn’t wear the clothes so much as inhabit them, reinforcing the campaign’s core idea that style is an extension of self, not spectacle.
Sarah Langa and the New Feminine Language of La Famlia
Alongside Trevor, Sarah Langa brings a refined strength that mirrors the collection’s tension between sensuality and structure. Her presence speaks to Gucci’s evolving feminine language, one that is neither nostalgic nor performative, but assured.
Images of Sarah Langa, Courtesy of Shezan Waggie
In her, the House’s Italian attitude finds a contemporary echo: ease without effort, allure without compromise.
Rewriting the Archives of House of Gucci, with Demna Gvasalia
Demna’s hand is visible throughout the collection. From the ’60s-inspired “little red coat” worn by Incazzata, to the re-proportioned Bamboo 1947 bag carried by Gallerista, the collection reworks Gucci’s iconic codes with a sharper, more instinctive edge.
Sprezzatura—the Italian art of effortless elegance, runs through the styling: stepped-in leather mules, tailored menswear worn with casual authority, silhouettes that suggest pleasure rather than precision.
Local Faces, Global Culture
By positioning figures like Trevor Stuurman and Sarah Langa within this narrative, Gucci makes a quiet but significant statement: the future of luxury is not singular, nor static. It is plural, personal, and deeply connected to culture. La Famiglia is not just a collection—it’s a reflection of the many identities that now shape the House.
As Demna prepares to fully unveil his first collection for Gucci this February, La Famiglia stands as an opening chapter, intimate, intentional, and rich with promise.
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