We Asked Experts About the Decorative Significance of Demna’s First Gucci Campaign

Instead of a runway show, 44-year-old Georgia-born creative director Demna (née Gvasalia and now known mononymously) debuted his first campaign on Instagram. Dubbed “La Famiglia,” the look book consists of 42 images shot by the queer American fine art photographer Catherine Opie. Ph Catherine Opie/Courtesy Gucci Model Alex Consani as “La Bomba” in Gucci’s new La Famiglia campaign. Divorced from their original context—inside elaborate rooms and historic homes—the Gucci frames harken back to an imagined sense of place and idea of who these characters are, grounding them in a long legacy of the decorative arts. Courtesy Isabella Stewart Gardner Museum The Blue Room at the Isabella Stewart Gardner museum shows a mix of frame styles and portraiture subjects.