Klara Kokkinou

  • Gucci La Famiglia Advert Campaign 2026
    This new campaign, created under Demna’s creative direction, introduces a refined vision for Gucci. Titled La Famiglia (The family), it demonstrates the house’s Italian heritage while reimagining identity and ‘found family’ for a contemporary audience.
    Over the following slides, I analyse how Catherine Opie, the guest portrait photographer communicates these themes through styling, character construction, and visual strategy.

The YouTube video for the campaign presents the models side by side, their looks cohere through choices in colour, texture and pattern. Their varied poses towards each other and the camera reinforce the campaign’s unified aesthetic whilst expressing individuality and a strong sense of character.

Reviewing the La Famiglia magazine campaign, the photograph below immediately stood out to me. Alex Consani fully embodies the character ‘La Bomba’ (the Bomb) with her loud expression, dangerously short skirt and direct stare. This also moves away from stereotypical advert profiles, where the models have straight faces. With this campaign the characters/ models have more freedom with showing different facial expressions gestures and body language.

Opie uses picture frames to reinforce the idea of “family” and how you would hang family photographs in a home using ornate frames. The frames have labels with the ‘names’ of the models. This is a really clever way of introducing language to the advertising campaign. The names often describing the styling focus e.g. ‘Narcisista’.

Throughout the whole campaign, the use of accessories is extremely important in completing the looks. For this portrait, the iconic Gucci Bamboo 1947 fits seamlessly into the whole outfit and provides additional character to the whole look.

I was instantly drawn to this pattern – “Gucci Flora Print” – on this coatdress. The shape of the dress, and how the model holds herself, presents a clear sense of power and elegance. The strong floral print was emphasised with a captivating animation of butterflies, on their website.

The photograph below shows my final piece from my Foundation Course in Art and Design. These A4 cut outs, inspired by my own photographs, explore ‘Popular Culture’ and obsession, highlighting how high fashion and celebrity culture can sometimes feel inaccessible while still inspiring creative, achievable looks for ordinary people

Whilst researching ‘Popular Culture,’ I focused on the fashion industry, which often centres on visual beauty and celebrity influence. I was particularly drawn to Chanel’s Spring/Summer 2025 pre‑collection featuring Gracie Abrams, and created an ink painting based on one of the campaign images.