A star-studded short film instead of a runway, Demna’s Gucci debut blends archival house codes with his signature bold silhouettes.
Gucci unveiled La Famiglia, the glamorous debut collection from Artistic Director Demna . Presented through portraits and a short film rather than a runway, the launch marks a reset for the House – fresh in approach while anchored in Gucci’s history.
The collection was first revealed as a series of portraits by photographer Catherine Opie. Each image introduced an archetypal “family member” of the Gucci world, including the glittering Miss Aperitivo, La Primadonna in a monogrammed caftan with feather trim, and L’Influencer, who represents fashion’s digital era. The concept emphasizes that Gucci is not only about clothing, but also about personas, each one a facet of its mythology.
In the pieces themselves, Demna balances his emblematic bold proportions with archival references. He revisits house codes like the Bamboo 1947 bag, the Horsebit loafer, and the Flora motif, while nodding to Tom Ford’s sensual Gucci and Alessandro Michele’s exploration of gender fluidity.
The collection ranges from floral gowns and sculptural coats in cobalt and beige to tailored suits, with sequins and feathers scattered generously throughout. It is a study in contrasts–opulent yet playful, elegant yet fun.
To frame the collection, Gucci premiered The Tiger on September 23 in Milan, directed by Oscar-winner Spike Jonze and Halina Reijn. The short film follows Demi Moore as Barbara Gucci, the head of Gucci International and chairman of the newly acquired California company, as she hosts a birthday dinner while trying to maintain control over her family, her company, and her image.
The cast includes Edward Norton, Elliot Page, and Keke Palmer as Barbara’s children, with Ed Harris as a probing journalist. Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner, and Alex Consani also appear.
Beneath the family drama lies a meta-commentary on identity, image, and the fashion world itself. At its core is the tension between perfection and collapse. Barbara, wearing a sequined floral gown with puffed sleeves and a gemstone necklace, admits her compulsion “to look perfect, wear the perfect clothes” as the dinner unravels.
Without a runway, The Tiger serves as an opportunity to see La Famiglia pieces in motion. The clothes are front and center, featuring Page in sharp tailoring, Palmer in a frothy pink dress, and Jenner and Consani in dramatic eveningwear.
With La Famiglia and The Tiger, Demna demonstrates his ability to honor Gucci’s heritage while incorporating his own design signatures, including exaggerated silhouettes, ironic commentary, and fashion as a form of cultural storytelling. The launch offers a vision of what Gucci can become under his direction—glamorous, daring, and unafraid to surprise.
All imagery courtesy of Gucci.
