It has been 10 months since Demna was announced as the creative director of Gucci, succeeding Sabato De Sarno (who only managed two years at the brand). Back in September, ahead of the official start of Milan Fashion Week, the Soviet-born Georgian designer unveiled his debut collection for the historic Italian fashion house. Fast forward to January 2026, and Demna’s first official campaign has dropped. Entitled “La Famiglia”, Demna has ultimately chosen to repurpose imagery from the lookbook released four months ago. Photographed by Catherine Opie, the simplistic campaign imagery features models like Mariacarla Boscono, Alex Consani, Freya Nutter, Maartje Convens, Mathilda Gvarliani, Mia Armstrong, Penelope Ternes, Lila Moss, Diane Chiu, and Achol Kuir.

Demna’s Debut Gucci Campaign for Spring 2026

Read below the reactions of theFashionSpot’s forum members:

“OMG, this is so tired, boring, burnt, and plain ugly. So draining. Demna is the worst,” immediately declared Creative upon checking out the campaign imagery.

“So boring, so uneventful, and so completely devoid of energy, emotion, and life. Your first official campaign as creative director, and you just repurpose the lookbook from months ago,” disapproved vogue28.

Also far from impressed with the outcome was Squizree: “So, a department store catalogue. Ok gotchu!”

“The lighting and photography are flat, uninspired, and amateur,” GivenchyHomme critiqued.

“I will stop clicking into Gucci threads for the sake of my mental health. Bye, guys,” Creative shared.

See more from the Gucci Spring 2026 campaign and click here to join the conversation.