Tomorrow, the world was set to get its first look at Gucci under Demna’s creative direction during Milan Fashion Week. Because this morning, and apropos of nothing, the Italian label dropped its first-ever lookbook during the Demna administration. The collection is titled “La Famiglia,” a look into the archetypes that make up the brand’s world, shot like family portraits by Catherine Opie. While Gucci is one of the world’s most tightly controlled and curated brands, this sort of chaos is a Demna signature. Kim Kardashian was dressed by Demna and Balenciaga at the Met Gala, and both veiled their identity with black balaclavas on the world's most photographed red carpet.