The La Famiglia collection takes sensuality, luxury, and boldness as its starting point, serving as a study of “Gucciness.” It invites us to explore this mindset and shared aesthetic language, officially opening a new chapter in the Demna era.
The lookbook, shot by Catherine Opie, is inspired by family portraits, resembling a genealogical record. Each model is given an identity and role, with their distinctive personalities and styles captured to highlight the core elements of Gucci’s new age. The collection reinterprets symbolic icons such as the travel trunk, the Gucci Bamboo 1947 handbag, and the Horsebit loafer.
The silhouettes and tailoring are imbued with Demna’s unmistakable touch, yet a closer look reveals tributes to past creative directors — Tom Ford’s unapologetic sensuality and use of leather, Alessandro Michele’s romanticism, and Frida Giannini’s feminine allure and floral prints.
Though Demna will not present his first full fashion show for Gucci until February next year, he is already steadily constructing his vision and laying the aesthetic foundations for his own Gucci ideology.
With the release of its first collection, the brand chose not to stage a fashion show, but instead unveiled the short film The Tiger during Milan Fashion Week. Co-directed by Her filmmaker Spike Jonze and Babygirl screenwriter Haline Reijn, the project stars Demi Moore — enjoying a resurgence following The Substance — alongside powerhouse actors Elliot Page, Edward Norton, and Keke Palmer, with cameo appearances by top models Kendall Jenner and Alex Consani.
Shot inside a lavish Italian villa, the film also draws on family as its central theme, with each actor dressed in the brand’s latest looks. Yet its sci-fi effects offer a satirical take on the present moment, creating a striking contrast. The work carries Demna’s signature dark humour, while Spike Jonze’s flair for using absurdist visuals to heighten dramatic conflict crafts an unsettling, edge-of-your-seat viewing experience.
The storyline is set in a future shaped by the rise of AI, where Ed Harris plays a Vanity Fair journalist assigned to profile Barbara Gucci — the head of the fashion empire, portrayed by Demi Moore. He is invited to attend her collection showcase and an intimate family dinner, with the other characters embodying her children and relatives. During the dinner, however, the guests inadvertently ingest hallucinogens, setting off a chain of chaotic events.
On the surface, the short film uses Spike Jonze’s signature surrealist lens to depict the tense dynamics of a dysfunctional family. Yet Barbara Gucci’s character is, in fact, a metaphor for both Demna and Gucci itself: caught between confronting the inevitability of AI, deflecting the sting of critics, and wrestling with self-doubt over whether the brand can live up to its storied legacy.
Beyond its lavish, hyper-contemporary aesthetic, the film reaffirms Demna’s instinctive mastery of meta-storytelling as a way to channel his ideas and perspective. Even the title The Tiger is woven into the dialogue — both a nod to one of Gucci’s iconic emblems and a metaphor for the fashion industry itself, a beast that devours everything in its path. The haunting question lingers: must one be consumed to find resolution?
At the premiere, a constellation of stars from across Asia graced the event. Among them were Gucci brand ambassador and BTS member Jin, Squid Game 2 actress Park Gyu-young from South Korea, Thai star Davika Hoorne, Chinese actors Song Weilong and Ni Ni, supermodel He Cong, as well as legendary Japanese actress Erika Toda.
Hollywood was no less represented, with luminaries including Demi Moore, Gwyneth Paltrow, Elliot Page, rapper Nettspend, and supermodel Alex Consani all making striking appearances. Adding to the glamour, models Khadim Sock, Freya Nutter, and Kit Butler — who brought Demna’s “La Famiglia” lookbook to life — were also present, making for a dazzlingly star-studded evening.
Image Courtesy of Gucci
Recommended Articles
