Gucci began Milan Fashion Week on Tuesday with an unconventional cinematic showcase, as new creative director Demna presented his debut collection through a short dramatic film starring Hollywood actors.
The film, titled The Tiger, featured Demi Moore, Edward Norton and Ed Harris, and was co-directed by Spike Jonze and Halina Reijn.
It was screened inside the Palazzo Mezzanotte, home of Milan’s stock exchange, replacing the traditional runway format with a theatrical birthday dinner celebration where actors and models wore designs from Demna’s new “La Famiglia” collection.
Among the highlights, Moore, the film’s central figure, appeared in a gleaming golden dress, while models in opulent fur coats and plunging shirts sat in the front rows of the improvised cinema.
The presentation marked a sharp departure from Gucci’s usual shows as French parent company Kering aims to breathe new life into its flagship brand following two years of declining sales.
Top executives including Kering’s new CEO Luca de Meo, chairman and controlling shareholder François-Henri Pinault, and Gucci’s newly appointed CEO Francesca Bellettini attended the screening.
Demna, best known for transforming Balenciaga by blending austere design with pop culture, is expected to bring a similar creative spark to Gucci.
His first catwalk show is scheduled for February.
Milan Fashion Week, the third stop on the global fashion calendar, arrives during a period of significant change in the industry, with new creative directors also stepping in at Chanel, Dior, Celine, Loewe and Versace.
In the coming days, Armani, Prada, Dolce & Gabbana and Fendi will present their latest collections in the Italian fashion capital.
