Gucci hosted the premiere of a new short film, The Tiger instead of presenting a traditional runway show at Milan Fashion Week.
Gwyneth Paltrow, Demi Moore, Edward Norton, and David Jonsson were among the star-studded guests who attended the event at Palazzo Mezzanotte in Milan, Italy.
Directed by Spike Jonze and Halina Reijn, the short film showcases looks from La Famiglia collection by Artistic Director Demna.
The story of The Tiger follows Barbara Gucci, Head of Gucci International and Chairman of California, as she gathers her children and a special guest at the family home to celebrate her birthday.
Beneath the polished surface, Barbara struggles to balance everything: upholding the company’s reputation, impressing a guest of honour, 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.
La Famiglia collection reinterprets the House’s codes through framed portraits of an extended Gucci family, made up of singular personalities and distinctive aesthetic attitudes: the different facets of Gucci’s personas.
Demna’s first official catwalk show for Gucci will take place in February.