The Milan Fashion Week curtain rose with a dramatic film screening, marking a significant moment for the fashion industry. GUCCI presented its new Creative Director Demna’s unique vision to a global audience through a fashion short film titled “The Tiger.” The grand premiere was held at Palazzo Mezzanotte, the Milan Stock Exchange. Accompanied by alcohol-free champagne, Demna shared his interpretation of the GUCCI brand’s charm: “If GUCCI were a person, she would undoubtedly be decisive and bold, combining fun and intelligence, possessing strong opinions, and knowing how to enjoy life.”
The inspiration for “The Tiger” came from Ridley Scott’s 2021 GUCCI family biopic “House of Gucci,” creating a unique intersection between the film industry and high fashion. Demna fabricated a GUCCI family, inviting Demi Moore to play the matriarch, Barbara Gucci—who is both the President of the GUCCI Group and the Governor of California. In the film, Barbara’s fashion empire faces tough questioning from a Vanity Fair journalist, while several heirs (including two sons played by Edward Norton, Salma Hayek’s ex-boyfriend, and Elliot Page, formerly Ellen Page) perform poorly. The situation spirals out of control during a dinner party after mistakenly consuming a drug named “Conscious,” leading everyone to babble incoherently; the business anxieties seem to dissolve under the influence of a “Dionysian spirit.”
Employing his signature “ironic” approach, Demna compares GUCCI to a president experiencing a “midlife crisis,” but his critique is gentle, more akin to a self-confession and encouragement. The film not only stars last year’s Golden Globe Award-winning actress but also gathers three Oscar-winning actors—Edward Norton, Elliot Page, and Ed Harris—alongside viral celebrities like comedian Ronny Chieng and Kendall Jenner, showcasing deep integration with the entertainment industry. The two directors, Spike Jonze and Halina Reijn, are also renowned auteurs. The costume design was handled by Arianne Phillips, the go-to costume designer for Tom Ford’s films, and the score was composed by Cristobal Tapia de Veer, who collaborated on “The White Lotus.”
GUCCI’s relaunch begins in Hollywood, a strategic move within the luxury goods industry possibly linked to the aspirations of Kering’s owner, Salma Hayek, who dreams of running a studio. Last year, Kering Group completed the acquisition of Hollywood talent agency CAA; the star power of Hollywood will undoubtedly enhance the brand’s value. Demna plans to shuttle between Milan and Los Angeles to prepare a true full collection for the Milan Fashion Week in February next year, which will be his first real GUCCI fashion show. Meanwhile, at London Fashion Week, British designer Daniel Lee is undertaking a new phase of rebuilding for Burberry. Under the guidance of CEO Joshua Schulman, who took office last year, Daniel Lee presented a highly commercially ambitious Burberry Spring/Summer 2026 collection, signaling a new direction in the retail industry. This collection is very rock-and-roll, inspired by the ballet adaptation of The Who’s 1973 rock opera “Quadrophenia,” as well as the upcoming biopic of the iconic British band, The Beatles, drawing clear inspiration from the music industry.
Daniel Lee’s portrayal of “musicians’ attire” is a culmination of the golden era of British rock, spanning from the Mod youth of Swinging London in the 1960s, to 1990s Brit Pop style, and Y2K Techno boys. Elements include Twiggy’s miniskirts, Beatles-style tailored suits, skinny ties and Chelsea boots, The Who’s M51 parkas, and Pulp-style color clashes and argyle knitwear. Daniel Lee has reinterpreted the Hedi Slimane aesthetic code through his own life experience, forming a distinct Burberry-style British vibe.
At CELINE, new Creative Director Michael Rider urgently needs new “advertising visuals” to define his new CELINE, a crucial task in the competitive beauty and personal care industry where image is paramount. According to the latest news, Photographer Zoë Ghertner shot a set of white-background stills for his debut CELINE collection, focusing on details, especially the new New Luggage bag, evoking nostalgia for the Old Céline era among Phoebe Philo’s devotees. It is said that Michael Rider’s debut CELINE collection was snapped up by buyers after its presentation in June, indicating strong early traction in the wholesale trade industry.
The new image for Dior women’s wear is also becoming clearer through boldly pre-released “previews,” a common tactic in the marketing industry. From the Venice Film Festival red carpet to the new Lady Dior bag advertisements, Jonathan Anderson is conveying Dior’s new look. David Sims has shot portrait photos for several new Dior ambassadors selected by Jonathan Anderson, including next-generation actresses like Greta Lee, Mia Goth, and Mikey Madison, who will represent the new face of the Dior woman.
For LOEWE, the successor duo Jack McCollough and Lazaro Hernandez have mastered the art of teasing consumers with their preview campaign, a strategy highly relevant to the digital marketing industry. Photographer Talia Chetrit shot stills of seven young actors as a teaser for LOEWE’s October 3rd new collection reveal. The series of photos presents vibrant scenes, brimming with youthful energy. These seven new faces include Isla Johnston, who stars in Baz Luhrmann’s biopic “Joan of Arc,” and Lewis Gribben, set to appear in Ridley Scott’s “Blade Runner 2099,” further blending fashion with the film industry.
The upcoming debut shows in Milan include Simone Bellotti for Jil Sander, Dario Vitale for Versace, and Louise Trotter for Bottega Veneta. Later, in Paris, shows will feature Jonathan Anderson for Dior, Miguel Castro Freitas for Mugler, and Jack McCollough and Lazaro Hernandez for LOEWE. The transformation and renewal of the fashion world are commencing with a series of spectacular debut shows, a period of intense activity across the global apparel manufacturing industry.
