Milan was called to attention as fashion week was swapped out for movie screens when Giannini’s Gucci debuted The Tiger, a short film that doubled as Demna’s creative statement. The red carpet of the film was quite literally scenery along with couture, characters, and tension.
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Demi Moore led the cast as imposing Barbara Gucci, moving between power and identity in a highly stylized tale. That gilded dress was less than red carpet buff regarding it — it was costume and fashion together. End credits arrived from supporting roles by Keke Palmer, Elliot Page, and Edward Norton that became a surreal, over-the-top family epic.
This launch blurred cinema and fashion borders. Demna’s collection “La Famiglia” was created through movement and mood, not mere presentation. Guests arrived dressed in persona-driven looks, thereby creating the event’s universe as experiential. Gucci didn’t introduce looks — it created a narrative and turned clothing and narrative into one event.
