New collection, new feed: Gucci revamps Instagram feed for ‘La Famiglia’ during Milan Fashion Week

This week, in an unexpected digital move, Gucci, the Italian luxury design house, completely wiped its Instagram feed clean, only to unveil its latest collection under Demna, the label’s new creative director.

With over 52 million followers, the brand archived all previous posts, creating a blank canvas, signalling a bold new chapter.

The digital reset set the stage for the launch of Demna Gvasalia’s inaugural collection, ‘La Famiglia’.

The Georgian designer, known for his work at Balenciaga, took over earlier this year from Sabato De Sarno. The new content on the Instagram page now showcases the collection through a series of striking individual portraits, each featuring a specific look from the line.

Milan fashion week show: A cinematic launch

Demna’s unconventional digital approach to his debut also extended to the runway. Instead of a traditional runway show, the collection was presented during Milan Fashion Week with the premiere of a short film titled ‘The Tiger’, co-directed by Spike Jonze and Halina Reijn.

Available to view on Gucci’s Instagram and Youtube channels, the film features a star-studded cast including Demi Moore as the protagonist, Barbara Gucci, alongside Edward Norton, Elliot Page, Keke Palmer, and Kendall Jenner.

The story of The Tiger follows Barbara Gucci, Head of Gucci International and Chairman of California, as she hosts a dinner for her family and a special guest.

As the dramatic story unfolds, family secrets are revealed and tensions rise, all while showcasing the new collection.

The collection itself is a reinterpretation of Gucci's storied history. It draws inspiration from the brand's archives, including the provocative Tom Ford era.

The looks are a mix of different Italian archetypes, from the heiress to the drama queen, ranging from sharp, tailored suits to sweeping, feathered gowns.

The collection also features new takes on iconic Gucci signatures like the Horsebit loafer and the Flora print.

This debut collection, will be made available in 10 select Gucci stores from 25 September, is a prologue to Demna's full runway show scheduled for February 2026.

Fans took to the comments to say that this cinematic and digital debut serves as a foundation for Demna's vision, laying the groundwork for a new era of storytelling at Gucci.

Demna’s vision behind ‘La Famiglia’

According to a note shared on Gucci’s Instagram page: “La Famiglia marks Gucci's return to storytelling, going back to the future by way of the past, defining the aesthetic base upon which Demna's Gucci vision will be built leading up to his first show in February.”

This note said that the collection marks the genesis of a new Gucci era: “unapologetically sexy, extravagant, and daring”.

“La Famiglia is a study of the ‘Gucciness’ of Gucci, an expression of the brand as a mindset and a shared aesthetic language. It reinterprets the House's codes through framed portraits of an extended Gucci family, captured by Catherine Opie, made up of singular personalities and distinctive aesthetic attitudes: the different facets of Gucci's personas,” the statement added.

“The lookbook opens with L'Archetipo, a monogrammed travel trunk that highlights the House's origins as a valigeria, followed by the Incazzata in a '60s-style ‘little red coat’ that reflects her fiery demeanour. La Bomba's volatile feline sass is mirrored by her ‘stripes’, and La Cattiva embodies the severe elegance of a femme fatale.”

Miss Aperitivo is simply preoccupied with having the time of her life, while L'Influencer embodies the social media fashion enthusiast. La Mecenate, La Contessa, Sciura, and Primadonna exude refined Italian elegance, while Principino and La Principessa capture two sides of the same coin: the centre of attention.