The curtain went up on Gucci’s new era Tuesday evening in Milan, not with a runway show but with a red carpet movie premiere guaranteed to put the brand back at the heart of the cultural conversation — and, possibly, many people’s closets.
At least if they want to look “young, hot and rich” (as a line from the film went). Or really just hot and rich.
Hordes of onlookers crammed the square outside the stock market (where a Maurizio Cattelan sculpture offers a giant middle finger to finance) as Demi Moore arrived, resplendent in a high-neck long-sleeve backless Gucci dress dripping with gold sequins and embroidery. Gwyneth Paltrow made her entrance in a beige Gucci logo-a-gogo matching shirt and skirt combo, followed by Edward Norton, in a blue lounge-lizard suit by (yes) Gucci and Elliot Page, his Gucci shirt unbuttoned at the neck. Inside, a screening room had been lined in deep brown velvet, as if to bathe the guests in a sea of chocolate fondant.
“The Tiger,” a 30-minute short film by Spike Jonze and the Dutch director Halina Reijn about a dysfunctional fictional fashion dynasty (that happened to be named Gucci), a disastrous dinner party and some accidental psychedelics was starting to roll.
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