Gucci unveils Demna's La Famiglia lookbook and The Tiger film

Demna, the former creative director of Balenciaga, unveiled his first body of work for Gucci on the opening days of Milan Fashion Week with a surprise lookbook titled La Famiglia and a companion short film, The Tiger, shown at a special screening in the converted auditorium of Milan’s stock exchange. The collection and film, presented this week as a primer for his tenure, combine theatrical glamour with signature Demna proportions and will be available immediately in a limited see-now-buy-now release at 10 Gucci stores worldwide starting September 25, the brand said, ahead of a full retail rollout in January and his official runway debut in February.

In a release, Gucci described La Famiglia as unapologetically sexy, extravagant, and daring. The lookbook and film sketch an imagined Gucci family through archetypes such as an influencer, a Very Important Client, and a party-ready Miss Aperitivo. Costuming in the film features both Demna hallmarks and clear references to the house’s past: puff-shouldered coats and voluminous silhouettes sit alongside slinky, Ford-era nods such as a black crocodile mini skirt and knee-high boots. The brand called the project a study of the...