Demi, Demna, and a Bob
– 4 min read
The main event in Milan today is the Gucci show. This is one of the most well-known fashion houses that’s been in a slump the last couple of years. But now they’ve brought in Demna, and today was his first runway collection for the brand. Over his decade at Balenciaga, Demna’s work increased sales from $350 million to over $2 billion – this, of course, is before the Controversy, and the campaign that resulted in mega backlash.
Now there’s been a reset, with so many creative directors playing musical chairs at all the fashion houses. Alessandro Michele left Gucci for Valentino. Pierpaolo Picciolo left Valentino is now at Balenciaga. And Demna exited Balenciaga to land at Gucci. Which is why today’s show was so highly anticipated. Which is also why he brought in some heavy hitters on the catwalk. Like Kate Moss.
You can see the Demna influence right away. Under Alessandro Michele, Gucci was loud, brash, and boho weird whimsy. Demna is going full sexy bombshell, with the slinky dresses and the exposed thong. Anything that’s overly soft and feminine, with prints for example, is offset against leather. Here’s Kate in a high-neck black dress with the party in the back but for me, the showstopper is slide three, the gold one. It’s pretty f-cking special. I wonder who will end up snatching it for a red carpet appearance.
Demi Moore could be a possibility for who we could see wearing that gold dress. Demi was one of the more high-profile guests in the front row today, extra notable because of her hair. Long dark straight hair is a Demi Moore signature. And her hair was long dark and straight when she arrived in Milan earlier this week. Which is what made today’s hair change that much more impactful.
My hairstylist Caitlin and I spent half an hour this morning watching and pausing and zooming and rewatching and pausing and zooming that video, trying to figure out if it’s actually a cut or if it’s a wig. On the one hand, I have a hard time believing Demi would cut that much hair off because her hair has been like a security blanket for her for the last 30 years. I know because I also have very long hair and my hair is my security blanket so I understanding on a personal level her attachment to it.
Demi’s new bob, worn wet, is spectacular. One of the best hairstyles we’ve seen all year – but it requires maintenance, this is not a wash and go, to make it look this cool and this chic, so that it almost doesn’t move, the pieces on her right side have been painstakingly set to fall like that over her face; the back is bent just so to curve along the side of neck. And then all of it gently tousled to make it look like she just got out of the shower.
This is really good work and the way they filmed this video, it’s so hard to tell if it’s a wig – this is the forensics Caitlin and I were doing in front of my laptop, and Caitlin’s a hair expert, she knows the tells, what to look for. And with Demi’s bob, there are no tells, at least not from the video that Brad Goreski posted, so we cannot say with any certainty if this is a wig or a legit haircut. But if it is a wig, it’s iconic. One of the best wigs of all time in terms of how it’s been fit and styled. Unbelievably skilled work by Dimitris Giannetos.
Demi Moore attends the Gucci FW26 Fashion Show at Palazzo Delle Scintille on February 27, 2026 in Milan, Italy, and arrives in Milan, February 25, 2026
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