MILAN (AP) — Gucci soft launched its new era under artistic director Demna, turning a short film red carpet on Tuesday evening into a preview runway.
Instead of the traditional runway show, Demna showcased his Gucci premiere looks in a film directed by Spike Jonze and Halina Reijn. The short film stars Demi Moore as a Gucci heiress struggling to find her identity, and includes a meta moment on the film’s red carpet.
Demi Moore as the Heiress
In the 30-minute short called The Tiger, Moore undergoes multiple on-screen wardrobe changes, each worthy of a Gucci heiress. She first dons a red collared coat adorned with a hand-sized floral brooch while courting the approval of a magazine writer played by Ed Harris.
Later, she appears in a baroque floral gown with structured sleeves in a contessa role during a family dinner with her wayward children, portrayed by Elliot Page, Keke Palmer, and Edward Norton.
La Famiglia Collection
Demna named the collection La Famiglia, featuring archetypes reflected both on the red carpet and in the film. The characters’ styles echo their roles: Palmer as the family princess wore a frothy pink gown, Page as the hard-driving, approval-seeking son appeared in a tuxedo, and Norton portrayed the ne’er-do-well in a tie-less dark suit with a buttoned-up shirt.
Digital Drop and Red Carpet Previews
As part of Gucci’s series of reveals, all the looks were digitally released on Instagram on the eve of Milan Fashion Week, Monday, creating a buzz in the fashion world.
Fashion insiders praised the nods to Gucci’s sexy 1990s era under Tom Ford, the eclectic styles of Alessandro Michele, and recognizable touches familiar from Demna’s tenure at Balenciaga.
The red carpet event brought the collection to life with notable appearances: Gwyneth Paltrow wore a Gucci logo pussy-bow blouse paired with a midi skirt and knee boots, embodying the “VIP” persona, while Serena Williams impressed in a sheer black dress with feather finishes as the “It Girl.”
A Turning Point for Gucci
Demna assumed creative direction of the Italian luxury house in July, succeeding Sabato de Sarno, who led the brand for less than two years. Gucci’s significance within the Kering Group was emphasized by the attendance of Kering chairman François-Henri Pinault at the film and collection premiere.
The event took place in a specially designed theater inside Milan’s stock exchange building and was also attended by Kering’s new CEO, Luca de Meo, a former Italian car executive.
Notably, one audience member wore a coat from the 2021 limited collaboration that merged Gucci under Alessandro Michele and Balenciaga under Demna, a prescient moment reflecting the completed creative transition.
The film, collection, and cast were warmly received by attendees.
Looking Ahead
The next milestone for Demna’s Gucci is the launch of the see-now, buy-now collection, which will go on sale Thursday in ten stores worldwide, including Milan, Paris, London, New York City, and Los Angeles.