As he showed us during his tenure at Balenciaga, Demna is not one to do things by the book. And so instead of unveiling his debut Gucci collection with a runway show at Milan Fashion Week, the designer released a lookbook and a film titled The Tiger, starring several celebrities, including Demi Moore, Keke Palmer, Edward Norton and Kendall Jenner.
The film, a dark comedy that runs for some wild 30 minutes, sees each cast member clad in an ensemble from Gucci’s Spring/Summer 2026 collection, titled La Famiglia. In many ways, Demna’s striking designs help them get into character. For example, Moore plays Barbara Gucci, the highly-strung (fictional) heiress of the fashion brand, juggling being the head of Gucci International, the chairman of California and a mother. In the film, she loses her cool in a fiery red ‘60s-style coat that Jackie Kennedy would have adored. Barbara’s children, played by Norton, Palmer and Elliot Page, look polished in a sheer gown (seen on Palmer) and sharp tailoring as they gather for their mother’s birthday dinner. And Alex Consani, playing herself, models a tiger-print faux fur coat as she announces, “Girl, I’m the young, hot, rich b****.”
Even beyond the film, Demna has assigned each look of his debut Gucci collection to a different archetype that can be found in the brand’s rich universe. In the lookbook, the aforementioned red coat is worn by L’Incazzata, which is Italian for the angry woman. Consani’s bold, animal print ensemble is worn by La Bomba (the bombshell) while Palmer’s powder pink gown, trimmed with ostrich feathers, is seen on La Principessa (the princess).
Intrigued? Well, you can now discover the characters and costumes of Demna’s Gucci for yourself. The Italian brand has exclusively launched Gucci’s La Famiglia collection in 10 cities around the world, including Singapore, the only Southeast Asian country on the list.
You’ll find the limited-edition collection in all its splendour and glamour at the Gucci Marina Bay Sands boutique, where it will be available until 12 October. Some of the buzziest stars have already stopped by to check out the new Gucci designs for themselves, including Thai actors Billkin Putthipong and Gulf Kanawut, as well as GRAZIA Girls Shye and Haven.
Ahead, a sneak peek of what awaits you.
This story first appeared on GRAZIA Singapore.
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