Demna’s Gucci Era Begins: La Famiglia, The Tiger, The Future
- Sep 24, 2025
- 5 min read
Demna Gvasalia’s debut for Gucci is one of the most anticipated creative transitions of the season. And with a surprise drop of the look book for the collection coming out Monday, just 36 hours before the scheduled show time - Demna already had the entire fashion industry in a chokehold without even having to put on a show!
I was eagerly anticipating Demna's take on Gucci, after such a brilliant decade leading Balenciaga. He set himself apart immediately with the gorgeous digital look book titled “La Famiglia”, which translates to, you guessed it! “The Family.” It displayed 37 unique modern-day icons, from “It girl” to “La Star,” and rebranded all Gucci socials in the meantime. Each plaque was dedicated to a separate, unique model, which was again genius, including some supermodels, such as Lila Moss and Alex Consani.
Some of the looks seemed to be direct nods to Tom Ford’s Gucci from the '90s, such as Lila Moss’ look (below) “Ragazza,” which featured a knee-high black boot similar to Gucci by Tom Ford AW 1998. There was also a very nude look called “Ragazzo” - purely a black speedo-style pant on a rather muscular male model, directly mirroring Gucci by Tom Ford SS 1998. Well done, Demna!
Consani’s look (above) - labelled “La Bomba” (The Bomb) was an accurate description for such an iconic model. Her look has to be one of my favourites. Classic black stiletto with a gold heel, a tiger-print fur coat sweeping just to mini-skirt level, belted with a GG - gold chain at the hips, paired with a simplistic black baguette bag adorned with the classic green and red Gucci stripe.
A lethal face card and dangling GG earrings also complimented the killer look. Captured by the incredible photographer Catherine Opie. She wore this same look in the short - film (shown above right)
All the look book imagery was further elevated in individual frames for each look. This way of displaying a collection stands out so much more than a classic catwalk (Demna’s first debut runway for Gucci will be for AW26 in February) Which you can tell by how much talk it’s getting! Demna is bringing Gucci back from the dead, I was never impressed by Gucci over the past few decades, and that changes now. Demna says about his new vision, “It’s the mindset, it’s the Gucciness of Gucci”
ABOVE - Flora & Primadonna were both shown in the short - film
The looks were bold, the direction was bolder. Each character represented a different vibe, era, and movement. The diversity in both style and personality was so on point. And although the actual designs weren’t otherworldly or ridiculously unique - this didn’t matter. The display and way of presenting each look made them relatable to the everyday person. 37 looks for 37 occasions! You can see the look being used for a different vibe because they literally tell you what vibe it is for! Each look felt uniquely Gucci and inherently familiar to the brand.
But it doesn’t stop there! The look book was accompanied by a live event to present the short film. The invitations for said event went beyond the task and featured new packaging for Gucci - out with the olive green box, and in with a sleek black one, looking very chic. Inside was an authentic Gucci crest from the 20th century, accompanied by a certificate of authenticity guaranteeing the legitimacy of said house crest!
The film itself, labelled “The Tiger”, created by Spike Jonze and Halina Reijn, debuted live at Milan Fashion Week last night. Featuring Demi Moore, Kiki Palmer, Kendall Jenner, Alex Consani, Edward Norton, Elliot Page, and Ed Harris, to name only a few. The event was attended by the models from the Gucci look book. As well as the stars of the short film, and other influential fashion figures - all of whom were wearing Demna’s new collection!
The 35 minute short film is exactly what Gucci needs right now, it’s a total rebrand. Demna’s version of Gucci is both unique but also honours past eras for the fashion house, leaning into Tom Ford, Alessandro and even Frida! The short film had brilliant acting, great looks (ofc), made me laugh, squint and gave me some amazing quotes I will be adding to my day-to-day language. The framing, attitude, models gestures and the entire concept of the piece was reflective of the look book. Everything tied in masterfully, It was distinctly dystopian and thriller-esque as Demi Moore’s character slowly loses her mind.
The film is now streaming on all Gucci channels. Watch at link below!
Below is a brief synopsis of the 35 minute short - or you can watch above!
The Tiger takes a bold, dystopian turn, centring on Demi Moore as Barbara Gucci - Head of Gucci International, Chairman of California, and matriarch of a chaotic, high-functioning fashion dynasty. The plot follows Barbara as she gathers her eclectic children and a special guest (a journalist shadowing her every move) at the family home to celebrate her birthday. Beneath the sleek façade, she’s grappling with too much: maintaining Gucci’s legacy, managing public perception, and holding her family, and herself, together.
The film opens with Barbara slipping into a surreal, lucid dream at her desk, screaming in a golden gown - an eerie prelude to the chaos that follows. She’s escorted to a lush garden, where models (including Alex Consani and Kendall Jenner) pose silently, awaiting her approval. Then we dive into the heart of the home, where a formal family dinner takes a turn: Barbara’s daughter accidentally spikes the wine with a mysterious serum, triggering a kaleidoscope of madness. One son hallucinates, another gives a wild, drug-fuelled speech.
As things spiral, Barbara and the reporter retreat for a tense, philosophical exchange about how they perceive one another - during which she changes into multiple, jaw-dropping looks from the Gucci SS26 collection. Then her alien-obsessed son delivers the film’s core question: “What do you do if you're in a room with a tiger?” To which he later answers, “You love the tiger. And then the tiger will have that in it.”
Moments later, the reporter freaks out, makes a passive-aggressive jab about Barbara’s leadership, and storms out. Barbara breaks. She screams. The birthday cake explodes. And the film crescendos into a symbolic burst of chaos.
It ends with a haunting tableau of Barbara and her children, fractured but together - as she repeats the question that’s haunted her throughout: “How do you see me?” Towards her daughter. And in true Demna fashion, a post-credits scene shows her son seemingly abducted by a UFO.
Every minute detail of this entire debut collection for Demna has been meticulously thought through and it shows. It is breathtaking and overwhelmingly genius. Demna is bringing so much more than design and creation. He has a vision for Gucci, and I am so filled with hope for it!
This is fashion. This is art. This is cinema.
With love,
Mimi x
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