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Gucci puts a tiger in its tank with designer Demna to claw back some excitement
The Guardian
|September 25, 2025
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 midlife 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.
Cette histoire est tirée de l'édition September 25, 2025 de The Guardian.
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