MILAN, Sept 23 (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 Harris,

among other actors.

Models draped in Demna's new "La Famiglia" collection,

including opulent fur coats and deeply plunging shirts, sat in

the front rows of the makeshift movie theatre.

Moore, the film's protagonist, watched in a gleaming golden

dress from the velvet seats.

"There's only Gucci in my head," Demna told journalists in

brief remarks at the event, describing his Gucci debut as part

of his process to redefine the house's stylistic codes.

In a surprise, Gucci showed images of the Georgian

designer's styles on

Instagram

on Monday, ahead of Tuesday's screening in a bold attempt

to grab attention at the start of a

packed fashion show season

.

New Kering CEO Luca de Meo, chairman and

controlling shareholder Francois-Henri Pinault and newly

appointed Gucci CEO Francesca Bellettini also attended the

event.

Demna's first catwalk show will be held in February.

Milan is the third leg of month-long fashion weeks around the

globe, at a time of industry upheaval with new designers also

appointed at Chanel, LVMH-owned Dior, Celine, Loewe and Versace,

among many others.

Armani, Prada, Dolce & Gabbana and Fendi are among the

brands presenting catwalk shows in Milan over the next few days.