Gucci has become bland, and its new designer, Demna, has been hired to bring the hot sauce. But will the Italian brand’s walk on the wild side be a renaissance, or a mid-life crisis?
The first chapter of Demna’s Gucci, which opened Milan fashion week, appeared online a day ahead of schedule (very culturally modish, like a surprise album drop) and ditched the traditional catwalk format for a film by Spike Jonze and Babygirl’s director, Halina Reijn, about a fictional Barbara Gucci – “President of Gucci and of the State of California” – played by Demi Moore.
