Gucci’s reinvention has been impossible to ignore. The luxury house revealed its collection in a fresh, exciting way, and the pieces are stunning.
Photo | Vogue
Gucci’s been facing an identity crisis, and the lack of a clear direction had everyone talking for years. The announcement of Demna as the new creative director sparked major curiosity: what would the former Balenciaga visionary bring to Gucci?
In a bold move, Gucci wiped their Instagram clean, signaling a fresh start for fashion week. This move symbolized a new era under Demna and generated major buzz for Milan Fashion Week.
To showcase their “La Famiglia” collection, Gucci released ‘The Tiger,’ a short film directed by Spike Jonze and Halina Reijn, marking Demna’s debut as creative director. The star studded cast included Demi Moore, Edward Norton, Elliot Page, and Keke Palmer, among others. This film offered a fresh alternative to the traditional runway show. Jonze told Vanity Fair that Demna provided detailed guidance, sending lookbook photos and character notes, creating both structure and creative freedom for the film, “The starting point was a call from Demna: he said he would like the film to be about a matriarch and her family… he sent us all the photos of the lookbook, all his new clothes worn by models, with all the names of the individual characters—but maybe I would say they are rather archetypes… He was very precise, but at the same time very open: an approach that made this work very challenging.” In ‘The Tiger,’ a dysfunctional family dynamic unfolds, mirroring Gucci’s new collection through dramatic scenes and striking statements. The film’s extravagant narrative aligns with the collection’s bold fashion choices.
Gucci hosted a red carpet premiere for its short film, but in true Gucci fashion, they swapped the traditional red for a rich brown, giving the event that iconic Gucci signature. Celebrities and public figures arrived dressed head-to-toe in Gucci, turning the event into a true fashion moment. It felt less like a typical premiere and more like an immersive Gucci experience, blending film, fashion, and glamour.
All eyes were on Demna for this collection. Known for his bold, dark, and avant-garde aesthetic at Balenciaga, fashion lovers were eager to see what direction Gucci would take under his creative vision. Demna leaned into the house’s heritage, reviving iconic silhouettes and pieces that felt rich and luxurious. The collection delivered drama while staying true to Gucci’s DNA, featuring signature touches like GG-logo accessories, bamboo-handle bags, and other statement pieces.
The collection featured beautiful, rich colors and fabrics that radiated luxury. The clothes felt undeniably high-end, yet many of the pieces had a commercial appeal that made them wearable for everyday life. It wasn’t so over the top that it could only be worn to special events, there was a perfect balance between the conventional and the extravagant. One standout moment was the lush fur coats, styled with chain belts finished with dangling GG logos, a gorgeous detail that felt signature Gucci.
There’s clearly a vision for where Gucci is heading, and that vision is pure glamour. This collection was sharp, lavish, and dripping with sophistication. It has everyone talking about Gucci’s bold new direction.
