India, Sept. 23 -- As the fashion world sat waiting with bated breath for Demna's official debut under Gucci at Milan Fashion Week, the designer did what he does best: swerved expectations. No warnings or teasers. He just wiped the Instagram feed and dropped a full lookbook at 9AM on Monday.

Titled "La Famiglia," the collection is a couture family reunion with monogrammed trunks, tailored drama, and that elusive thing called "Gucciness." It is Demna's love letter to fashion's most dysfunctional, fabulous, and iconic household: Gucci itself.

Captured by queer icon and portrait photographer Catherine Opie, the lookbook presents Gucci as a literal family -a hyper-stylised clan of characters, each embodying an exaggerated persona. Think: fa...