Replacing the traditional live runway walk, guests were invited to a premiere of the 33-minute short film, co-directed by Spike Jonze and Halina Reijn. In the film, the actors each wore looks from the Gucci: La Famiglia collection by Gucci’s new creative director Demna.
Alongside the film’s stars including Moore and Norton and its co-directors, celebrity guests at the Milan event included Gwyneth Paltrow, Serena Williams and Lila Moss.
‘The story of ‘The Tiger’ follows [fictional character] Barbara Gucci, as she gathers her children and a special guest at the family home to celebrate her birthday,’ said Gucci in a release about the film.
‘Beneath the polished surface, Barbara struggles to balance everything: upholding the company’s reputation, impressing a guest of honor, being a mother, and her desperate attempt to control it all. When the night takes an unexpected turn, her carefully crafted façade cracks and teeters on collapse as the family attempts to find a new way.’
Inside Palazzo Mezzanotte, which houses the Milan stock exchange, guests gathered to watch the screening of ‘The Tiger.’
Models draped in Demna’s new La Famiglia collection, including opulent fur coats and deeply plunging shirts, sat in the front rows of the makeshift movie theatre.
Moore, the film’s protagonist, watched in a gleaming golden dress from the velvet seats.
“There’s only Gucci in my head,” Demna told journalists in brief remarks at the event, describing his Gucci debut as part of his process to redefine the house’s stylistic codes.
In a surprise, Gucci released a look book of the Georgian designer’s Gucci: La Famiglia styles on Monday, ahead of Tuesday’s screening in a bold attempt to grab attention at the start of a packed fashion show season.
New Kering CEO Luca de Meo, chairman and controlling shareholder Francois-Henri Pinault and newly appointed Gucci CEO Francesca Bellettini also attended the event.
Kering is banking on Demna, who transformed Balenciaga’s austere image to incorporate pop culture, to bring his magic to its flagship label Gucci. Demna’s first catwalk show will be held in February.
Milan is the third leg of month-long fashion weeks around the globe, at a time of industry upheaval with new designers also appointed at Chanel, LVMH-owned Dior, Celine, Loewe and Versace, among many others.
Armani, Prada, Dolce & Gabbana and Fendi are among the brands presenting catwalk shows in Milan over the next few days.
