A Reset Moment

The House has appointed Aryna Sabalenka as its new Global Brand Ambassador while unveiling Gucci: La Famiglia, a campaign that signals the beginning of a daring new chapter under Creative Director Demna. Together, these moves reflect more than seasonal timing. They define a shift in tone: bold, self-assured, and unapologetically expressive. Gucci’s relationship with tennis dates to the 1970s, when the sport first influenced the House’s silhouettes and visual language. With Aryna Sabalenka, that legacy evolves. Known for her resilience and commanding presence on courts around the world, Sabalenka exemplifies a dedication to excellence that mirrors Gucci’s own pursuit of mastery. Her style of play is explosive yet controlled, fierce yet focused: a balance of intensity and precision that feels inherently aligned with Gucci’s modern identity. Off the court, her presence carries the same confidence. She represents a contemporary vision of femininity defined by strength, independence, and visibility. In appointing Sabalenka as Global Brand Ambassador, Gucci reinforces its longstanding connection to sport while embracing a new generation of power.

Gucci: La Famiglia

Marking the genesis of a new era, Gucci: La Famiglia reflects Demna’s ongoing research into the House’s archival and visual codes across multiple decades. The result is a collection that feels unapologetically sexy, extravagant, and daring, yet rooted in heritage.

Captured by Catherine Opie, the campaign unfolds through a spectrum of characters, each embodying a distinct facet of the Gucci persona. Rather than presenting a singular narrative, La Famiglia introduces a collective identity shaped by attitude and aesthetic language.

Incazzata appears in a vivid ’60s-style little red coat, her fiery demeanor mirrored in silhouette and color. Gallerista moves through the world in refined black, complemented by the re-proportioned Bamboo 1947 bag, an iconic code reimagined with contemporary sharpness. Menswear finds its voice in tailored precision, from Direttore’s suit to Principino’s instinctive command of attention.

Throughout the collection, gestures signal ease. Soft leather mules worn stepped-in reference the Italian art of sprezzatura, which studied nonchalance that makes elegance feel effortless. Sensuality is present but controlled, spontaneity balanced with structure. Each wardrobe contributes to a shared language, one defined by confidence, character, and unmistakable Gucci.

With Sabalenka ushering in a new athletic chapter and La Famiglia establishing a bold aesthetic direction, Gucci stands at the intersection of sport, culture, and fashion. The narrative is not about spectacle alone. It is about presence, how clothing frames identity, how attitude defines silhouette, and how legacy evolves without losing its codes.

Gucci at Aventura Mall is located on the Lower Level.