Following the surprise reveal of Demna’s first Gucci collection last season, the characters of La Famiglia return for the designer’s debut campaign. As with that initial lookbook, the images are captured by Catherine Opie and centre on the “Gucciness of Gucci.”

The collection emerged from a deep dive into the house archives, Demna trawling through decades of history and past designers to discover what makes Gucci so distinctive. Many have been quick to note clear references to both Tom Ford and Alessandro Michele across several pieces, suggesting a newfound openness to acknowledging predecessors, a somewhat reversal of Demna’s approach during his tenure at Balenciaga.

The campaign frames outfits as characters, the models embodying more than just the clothes but whole attitudes, lifestyles, and emotions. Check out the La Principessa, in a baby-pink gown trimmed with ostrich feathers; La VIP, in thigh-high boots, a cuffed dress, belt, and handbag all emblazoned with Gucci’s iconic double-G motif; and Bastardo, embodied by model Kit Butler, wearing nothing but a white thong and sunglasses.