Can Gucci’s new designer bring the hot sauce and rescue fashion house from flatlining sales?

Gucci opens Milan fashion week with film showcasing new looks by bold hire creative director

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.