From London straight to Milano, an undisputed surge of excitement looms over the Italian fashion city. Safe to say, as fashion fiends, designers and famous faces flock to Milan to watch many a designer debut play out, there’s trepidation rising as one question remains unanswered: what will the new guard instil at storied fashion houses like Gucci, Bottega Veneta and Jil Sander?
One of the very first to unfold at Milan Fashion Week was Gucci—albeit not so much of a first-look show but rather a follow-through to a surprising 37-look teaser drop that went up a day before online—presented by the fashion disruptor that Demna is. As Italian archetypes were established through the unceremonious drop that announced the La Famiglia collection, it was all to set the premise for showtime at Fashion Week, which turned out to be a short film titled The Tiger in lieu of a runway. Directed by Oscar-winning director Spike Jonze and Halina Reijn of Babygirl, the cast included the likes of Demi Moore, Edward Norton, Keke Palmer, Elliot Page and more. There were lush feathered coats and capes, sex appeal that slinked through leather jackets and the iconic GG monogram clasped on a buckle—granted, a nod to Tom Ford.
A movie that featured some of Hollywood’s biggest A-listers, naturally drew in a crowd like no other. Ambassadors and friends of the house showed up in the house’s newest drops, of BTS’ Jin, Davikah, Park Gyu-young, Gwyneth Paltrow and the leading lady of The Tiger, Demi Moore.
The same fashion fervour echoed in the show attendees. Glamour overtook the streets as plush coats and dramatic gowns came out to play. Recurring star Alex Consani proved just that, in a tiger-striped ensemble from Demna’s Gucci. If the start of the Milan spring/summer 2026 shows has anything to do with it, the street style is shaping up to be a glitzy affair.
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