MILAN (Reuters) -Gucci kicked off Milan Fashion Week on Tuesday by breaking the mold: In a short dramatic film, Demi Moore, Edward Norton and other actors wore designs by new creative director Demna as French parent company Kering seeks to revive the century-old Italian label.

The story, set in a birthday dinner celebration, replaced the traditional live runway walk.

Kering is banking on Demna, who transformed Balenciaga’s austere image to incorporate pop culture, to bring his magic to its flagship label Gucci, which accounts for the bulk of its profits, after two years of sliding sales to accelerate its recovery.

Inside Palazzo Mezzanotte, which houses the Milan stock exchange, Gucci screened “The Tiger,” co-directed by American Spike Jonze and Dutch Halina Reijn, and starring Ed Harri

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