Gucci: an opening night to be framed before a fashion show in February

A dramatic turn of events in the fashion world: September 23 was supposed to mark the first fashion show by Demna, who took over as creative director at Gucci in mid-March. Instead, a select few were treated to the premiere of “The Tiger” on the first day of Milan Fashion Week. This fashion short film by Spike Jonze and Halina Reijn showcases the Georgian designer’s first capsule collection for the Florentine fashion house.

A film premiere…

Gucci chose a more cautious and less bombastic format to mark Demna’s arrival amid a context of declining sales.

While fashionistas got their fill of fashion, it was diluted in a homeopathic manner in a short film entitled “The Tiger.” Here, fashion designer Demna takes a back seat to highlight a five-star cast featuring Hollywood stars from the 1990s and 2000s, namely Demi Moore, Edward Norton, and Ed Harris. The whole thing was immortalized by Spike Jonze – creator of the highly disruptive and award-winning 2016 Kenzo World fragrance campaign – and Halina Reijn.

This film premiere (opening night, as the Americans say) is a continuation of the “La Famiglia” (the family) campaign, a visual campaign tinged with irony and provocative spirit characteristic of the Tom Ford era, revealed the day before the event.

The “Tutta in Famiglia” (everything in family) capsule collection featured in the mini film will be available exclusively in a dozen stores from September 25 to October 12 in Beverly Hills, New York, Paris, London, Milan, and Singapore.

Mindfulness experience

Did you think that Gucci had lost its mojo (or “Gucciness”) with Sabato de Sarno and his overly demure day and night silhouettes at a fashion house known for its nightlife spirit?

It must be said that in the space of thirty years, the Florentine fashion house has had no fewer than six creative directors (seven if you count John Ray), namely Tom Ford, Alessandra Facchinetti, Frida Giannini, Alessandro Michele, Sabato De Sarno, and finally Demna (Gvasalia).