Demna’s debut at Gucci
Lookbook and film instead of runway
The collection will be unveiled on September 24, not through a runway show, but via a lookbook and a short film titled “The Tiger”, directed by Spike Jonze and Halina Reijn. Pieces will be available for purchase the same day. The collection fuses Gucci’s iconic codes – the GG monogram, Flora print, and bamboo bags. Each look is introduced through a fictional persona, whom Demna refers to as “La Famiglia.” Among them: La Vip – a celebrity figure in a silk blouse and skirt, La Contessa – an aristocrat in a dark floral dress, La Ragazza – a young girl in a mini skirt and turtleneck, La Gallerista – an art curator in a black suit and silk blouse. The menswear offering includes relaxed jeans, coats, and a biker jacket with horsebit details. Demna describes the collection as a “first step,” with a full runway show planned for February. He delved into Gucci’s archives in Florence, drawing inspiration from the house’s history while seeking to redefine its visual language.
