Demna Debuts Gucci 'La Famiglia' in Star-Studded Premiere

Demna Gvasalia debuted his Gucci era with the Spring/Summer 2026 collection “La Famiglia,” releasing a digital lookbook and premiering the Spike Jonze– and Halina Reijn–directed short film The Tiger at Milan Fashion Week. The film’s red‑carpet premiere at Palazzo Mezzanotte doubled as a live presentation, with Demi Moore starring as a Gucci heiress and celebrities including Elliot Page, Keke Palmer, Edward Norton and Gwyneth Paltrow wearing the archetypal looks. The campaign presented exaggerated character archetypes (L’Influencer, La Diva, La Principessa) and surreal, meta commentary on wealth and fashion, including a psychedelic dinner‑party sequence. Gucci dropped the collection digitally ahead of the premiere and is using a see‑now‑buy‑now cadence to put pieces into stores quickly as Kering bets on Demna to help revive the house. Demna — who has moved to Los Angeles — framed the event as a creative reset while reserving his full runway show for February.