The Gucci Tiger

Gucci kicked off Milan Fashion Week and its new brand direction under Demna last night with a short film screening instead of a runway to showcase his first collection for the house. Demna, of course, is coming from Balenciaga where he was for a decade, and credited with huge growth for the brand, despite or perhaps because of controversy. 

Gucci, meanwhile, has been in a two year slump since the departure of Alessandro Michele. Sabato De Sarno, who succeeded him, did not meet expectations, so the decision to replace him with Demna was generally well-received, at least in the fashion community. 

Ahead of Tuesday’s presentation, Gucci dropped all the new looks on social media, signalling where Demna was taking the house. As Maria noted on Monday after the drop, this is the opposite of minimalism, which has never been Gucci’s strength. Demna is going big and loud, but in a different way than what Michele did with more structure and playing on shapes, not as exaggerated as they were at Balenciaga, but definitely with more architectural energy than the boho whimsy that characterised Gucci during Michele’s tenure. 

All of this is on display in the film, directed by Spike Jonze and Halina Reijn, La Famiglia, featuring Demi Moore as Mother Barbara Gucci, and her children, played by Edward Norton, Keke Palmer, and Elliot Page who is hilarious as a dumb bro goof of the family. We’ve never seen Elliot, really, in this kind of role and he nails it. 

This piece is over 30 minutes long, it’s campy and weird, at times it tries too hard, but no one here seems to be taking themselves too seriously or not seriously enough. I was surprised that Ed Harris showed up and he looks like he’s having a great time. Also, Julianne Nicholson (who is everywhere!) and Heather Lawless play terrifying twin cousins, in my opinion scarier than the twins in The Shining which, probably, was the inspiration. 

As for the fashion, it’s Demi who gets the grandest pieces, as she should, and they are indeed spectacular. She comes down the stairs for dinner in this stunner and now I’m not sure anyone else should wear it now that she has, but it’s perfect for award season. 

This, though, is what Demi had on last night for the premiere – it’s the same dress she’s wearing at the beginning of the film, a f-cking showstopper.

Gwyneth Paltrow was not in the film but she attended the show too, in one of my favourite looks from the collection, of course, and UGH. These boots are divine. 

That said, it’s better in leather. Like, look how good this is. 

Let me bring it back to Elliot though because he’s been working with Gucci for a few years now and has talked about how much more enjoyable getting dressed has been for him since he’s been able to embrace his gender. Fashion is fun for him now – and you can tell. He wears the sh-t out of his wardrobe in the film and was sexy AF last night in his suit. Those pants are a perfect fit on him. 

You can watch the full Gucci short film, The Tiger, below.