In September, Gucci, under the creative direction of Demna, launched a 38-piece collection. The collection was introduced on Instagram through a series of portraits by Catherine Opie, designed to capture the essence of “Gucciness” through distinct house personas such as The Narcissist, Milanesa, and La VIP. Demna’s strategy aimed to build an emotional connection with the brand, focusing on fluidity, character, and renowned design codes.

The following day, the film The Tiger premiered during Milan Fashion Week. The movie starred Demi Moore and was directed by Spike Jonze and Halina Reijn. The models from the portrait series attended, dressed in their respective characters. The presentation of the new collection generated significant buzz among fashion people, with many noting its echoes of Tom Ford’s Gucci era. The looks were praised for embracing contradiction—simultaneously maximalist and minimalist, erotic and elegant, lavish and unruly.