A mannequin scratching a car with a key. Another trying to plug in a charger. And a third knocking on a door without rest. These are the three surreal pieces that the Pablo Rochat creative studio has created for Gucci, as part of the presentation of the spring/summer 2026 collection, which is titled “La Famiglia”.

The three pieces, published on the luxury brand’s social profiles, show the garments and accessories that are part of the collection, which explores what it means to be part of the Gucci universe today and reinforces the brand’s Italian origins. As Gucci itself explains on its website, “La Famiglia” marks the beginning of a new era for the brand in which it presents itself as “irreverently seductive, extravagant and bold.”

For the presentation campaign, Gucci has created a series of characters who, together, form a particular family to which the title of the collection alludes. Each of them shows different facets and personalities of the brand and defends the essence of Gucci. “Their gestures, styles and presence highlight the different profiles of a great Gucci family and show how their wardrobes form a collective identity based on comfort, character and emblematic codes.” explains the brand. Their outfits express a new sensuality, spontaneity and Italian attitude.

As part of the campaign, Gucci has collaborated with Creative Director Pablo Rochat who, in line with his usual artistic proposal, has created a series of pieces that use surrealism to highlight the items in the collection. Thus, the video series shows mannequins articulated using analog mechanisms performing repetitive tasks, such as scratching a car door, knocking on a door with their knuckles or trying to connect a charger to a socket.

The pieces, barely fifteen seconds long, include detailed shots of the different garments and accessories. In addition, the main mannequins take as reference the characters created by the brand to promote “La Famiglia”, and wear some of their outfits. “Incazzata”, which in Spanish means “angry”, is an example of this.

The collection was launched in January and will be officially presented at a show in Milan on February 27. It marks Demna Gvasalia’s first show for Gucci since taking over as creative director of the brand in March 2025.

The pieces created by Pablo Rochat, although they have been received with surprise by some, have also been applauded by professionals in the sector. They positively value the use of analog mechanisms in a world invaded by artificial intelligence; as well as the surrealist approach, the artistic intention and the humorous tone that the compositions exude. In the comments to the publication made by the creative, the way in which the videos show Gucci products integrated into everyday actions and everyday life stands out; and how videos can stand out in crowded feeds.

“What I like about this is how blatantly it commits to a single feeling. The repetition. The discomfort. The lack of resolution“; comments Alessio Maria Centritto, Creative Director at Plenty. “It’s uncomfortable and it stays with you. In a feed full of smooth, polished, instantly digestible content, something that makes you pause is refreshing. He doesn’t try to please everyone. It just makes you feel something.”.

Pablo Rochat’s work for Gucci follows the line of what he created for other brands in the luxury category, and also for other brands in the fashion industry, such as Nike. For Hermés, for example, he created a series of short videos in which hairstyles were created in the image of a horse on a computer; while for Balenciaga he created pieces in which he also opted for surrealism to present the products.