If This Is What Demna Will Be Producing, Then We’re Excited About The New Gucci
Demi Moore plays Barbara Gucci, in the brand’s Milan Fashion Week film. In second scene, she’s playing the Incazzata and wearing a 1960s firery red coat. Celebrity hairstylist Dimitris Giannetos styled her bangs | Image provided by Gucci
The iconic Italian house woke us Up, and gave fashion something to talk about during Milan Fashion Week
Everyone is talking about the Gucci Milan Fashion Week show. If this is what Demna is going to be doing from henceforth out, well, sign me up. As I was sitting and watching the film La Famiglia, I was thinking how nice it is to have a film and presentation afterwards. I’d take this strategy over a runway show any day. In an age where Gen Z’s are looking for more interesting things to spend their money on than just apparel, Gucci is saying we get it. Experiences is king in this time, and Gucci got fashion’s attention with their show yesterday.
Gucci sales slumped at a rate of 25% in the first quarter of 2025, which equals out to $1.8 billion. But, this collection by the new creative director Demna Gvasalia might be the one to turn things around. The house is calling this the new Gucci era, of unapologetically sensuality and daring silhouettes. In times of needing change, boldness is key.
The Narcista, a very Tom Ford inspired look | Image provided by Gucci
Image provided by Gucci
L’Influencer | Image provided by Gucci
We were told at the presentation that the film, directed by Spike Jonze and Halina Reijn came together rather quickly, and for Demna, bravo for putting out something unique and quality in such a short amount of time. Turning to the brand’s archive, Demna pulled on the sensuality era of Tom Ford when he was creative director for ten years, in the form of that short gray sequined party dress. Or, the Narcisista in the deep-V men’s dress shirt, matched with an interlocking G’s belt. He also dived into hints of Alessandro Michele, and his predecessor Sabato De Sarno.
“La Famiglia marks Gucci’s return to storytelling, going back to the future by way of the past, defining the aesthetic base upon which Demna’s Gucci vision will be built leading up to his first show in February.
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Looking at a fictional family, led by Barbara Gucci (played by Demi Moore), who is Head of Gucci International and Chairman of California. She has amassed great wealth and reputation, but there’s something missing. As her children, played by Edward Norton, Keke Palmer, and Elliot Page have gathered for her birthday, all are putting on airs to impress a special guest, played by Ed Harris. Trying to show the perfect family, cracks in Barbara begin to show, and her struggle to control the image and the façade are all too much for her. Each character plays a role from the Narcist, or the Incazzata with her ticked off behavior in that striking 60s “little red coat.” Or L’Influencer that
Image provided by Gucci
The looks in the show are part of the new collection, which will go on sale today until October 11th. This might be the fastest a collection has hit stores, but Gucci is trying something new and most likely trying to beef up its profitability. And this just might be the trick.
Along with Tom Ford’s sensuality, Demna has incorporated sleek sets with the Gucci print- an Alessandro Michele nod. Evening wear is grand with volume and feathers, like the feathered opera coat- and gold glittered hip hugging gown. If you look close enough you see some of Demna’s Balenciaga-ness, but silhouettes are newly shaped and floral prints are a breath of fresh air.
The Gucci Bamboo bag from 1947 stands out with a new re-proportioned body. The Horsebit loafer is seen, a look that has been in the House since 1953. Another pop is the jewelry. The slingback kitten heel and soft leather mules are a nod to the Italian way of effortless elegance, of spontaneous nonchalance.
The film is one to be seen. Tickets are available on Gucci.com and the collection is one to be considered for buying.
