Demna’s Debut at Gucci with the «La Famiglia» Collection and the Film «The Tiger»

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  • Background

    • Demna Gvasalia (simply Demna) is a Georgian designer who previously served as creative director at Balenciaga. (en.wikipedia.org)

    • Prior to Demna, Sabato De Sarno was Gucci’s creative director from early 2023 until February 6, 2025. (en.wikipedia.org)

    • In March 2025, Gucci’s parent company Kering officially announced Demna as the next creative director of Gucci. (en.wikipedia.org)

«La Famiglia» Collection Reveal

  • On September 22, 2025 (before the official start of Milan Fashion Week), Gucci unveiled its new collection called La Famiglia. (voguebusiness.com)

  • The reveal was unexpected and digital — portraits of archetypal characters were released, each representing a diverse facet of Gucci’s identity. (gq.com)

  • The collection includes 37–38 looks. (voguebusiness.com)

  • Each look represents a character, such as «La Diva», «La Principessa», «L’Influencer», «Miss Aperitivo», «Ragazzo», «Bastardo», «Nerd», etc. (harpersbazaar.com)

  • Elements from Gucci’s archives are also referenced, including the Flora print, Bamboo bag, Horsebit shoes, and other classic details. (wallpaper.com)


The Film «The Tiger» — A New Way of Presentation

One of the most striking parts of this reveal was the release of a 30-minute short film called The Tiger instead of a traditional runway show. (apnews.com)

  • The film was written and directed by Spike Jonze and Halina Reijn. (vanityfair.com)

  • The lead actor is Demi Moore, portraying Barbara Gucci, a fictional heir in the Gucci universe. (apnews.com)

  • Other cast members include Elliot Page, Edward Norton, and Keke Palmer. (vanityfair.com)

  • The film premiered during Milan Fashion Week at locations such as Palazzo Mezzanotte. (apnews.com)

Launch & See-Now, Buy-Now Policy

  • A notable aspect of this project is the See-Now, Buy-Now policy: some looks are immediately available in limited stores. (apnews.com)

  • These looks are available in Gucci stores from September 25 to October 12, 2025. (voguebusiness.com)

  • This move reflects Gucci’s strategy to accelerate product availability rather than focus solely on runway presentation. (washingtonpost.com)


Significance & Message Behind the Move

  • This marks a new era for Gucci, with Demna aiming to redefine the brand’s visual identity and creative boundaries. (voguebusiness.com)

  • By combining storytelling (film), character identities, and archival references, Gucci seeks to foster a deeper connection between fashion, culture, and consumer experience. (vanityfair.com)

  • Moving from traditional runway to film and launching products immediately represents a shift in fashion strategy, blending art, experience, and commerce. (washingtonpost.com)

  • This reinvention also helps Gucci recover from prior sales downturns and strengthen its position in the luxury market. (washingtonpost.com)

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