Gucci has set a new standard at Milan Fashion Week by departing from tradition with an innovative film presentation. Renowned actors Demi Moore and Edward Norton starred in a cinematic showcase featuring the designs of Demna, the brand’s new creative director. This bold move replaces the typical runway show with a dramatic story set at a birthday dinner celebration, symbolizing Gucci’s creative rebirth under its French parent company, Kering.
The event, held at the historic Palazzo Mezzanotte—home to the Milan stock exchange—featured a film titled “The Tiger,” which was co-directed by Spike Jonze and Dutch filmmaker Halina Reijn, including performances by Ed Harris among others. The new “La Famiglia” collection, characterized by luxurious fur coats and shirts with deep plunges, was revealed as models adorned in these designs took their seats in front of the makeshift movie screen. Demi Moore, the film’s lead, graced the event in a striking golden dress.
Demna, known for revitalizing Balenciaga’s image with pop culture influences, is expected to bring similar magic to Gucci, aiming to redefine the Italian label’s stylistic codes. His approach comes at a crucial time as Gucci seeks to reverse a two-year decline in sales and rekindle its market position. Ahead of this film debut, Gucci strategically previewed the new styles on Instagram to capture attention and set the pace for the busy fashion season.
The event drew notable figures such as new Kering CEO Luca de Meo, Chairman Francois-Henri Pinault, and Gucci’s CEO Francesca Bellettini, all in attendance. Demna will hold his first runway show for Gucci in February, positioning Milan as a pivotal point in the global fashion circuit, further energized by other elite brands like Armani, Prada, Dolce & Gabbana, and Fendi who are presenting in the days that follow.
Milan Fashion Week continues to evolve with prominent shifts in leadership across major fashion houses such as Chanel, Dior, and Versace, reflecting a broader industry trend of embracing new creative visions. Gucci’s film presentation illustrates the dynamic fusion of fashion and cinema, setting an exciting and hopeful tone for the future of luxury brands navigating today’s challenging market.