Gucci has become bland, and its new designer, Demna, has been hired to bring the hot sauce. The film’s wardrobe told a story about the Gucci family – the nerd, the narcissist, the party boy, the diva – which sent up the brand while celebrating it at the same time. View image in fullscreen Demi Moore arrives for the Milan fashion week premiere of Gucci’s The Tiger, directed by Spike Jonze and Halina Reijn. If you do not have an account, we will create a guest account for you on theguardian.com to send you this newsletter. Gucci led the fashion conversation when Tom Ford spiced it up with X-rated adverts, and when Alessandro Michele made it a champion of pussy-bows-for-all gender fluidity.