Instead of a runway, Gucci teamed up with Oscar-winner Spike Jonze and director Halina Reijn to present The Tiger, a short film starring Demi Moore, Edward Norton, Keke Palmer, Kendall Jenner, and more. It’s the debut of La Famiglia, the first Gucci collection under new artistic director Demna, and it signals a shift: fashion as cinema, storytelling as design.
The Tiger follows Barbara Gucci (played by Demi Moore), a matriarch trying to hold her family, and the Gucci empire, together during a birthday dinner that spirals out of control.
The polished surface starts to crack, revealing tensions beneath. It’s a drama about image, power, and family, which doubles as a metaphor for Gucci itself entering a new chapter. The film premiered in Milan on 23 September, with screenings in New York and Milan over the following days.
The clothes on screen come straight from La Famiglia, a collection Gucci describes as “a study of the Gucciness of Gucci.” This collection marks the genesis of a new Gucci era: unapologetically sexy, extravagant, and daring.
It’s built around characters, La Bomba, La Cattiva, Miss Aperitivo, La Principessa, each representing a facet of the house’s persona. Catherine Opie shot the lookbook like a family album, with framed portraits of Gucci archetypes.
Design-wise, La Famiglia is maximal and minimal at once. Think feathered opera coats, transparent bodycon sets, tailored menswear with black-tie swimwear, slingback kitten heels, and stepped-in mules.
Heritage codes run through it: the Gucci Bamboo 1947 bag, the Horsebit loafer, and the Flora motif reappear, often blown up into head-to-toe statements. It’s unapologetically sexy, extravagant, and playful. A vision Demna is positioning as the base for his Gucci.
A narrative of family and heritage ties Tiger and La Famiglia together. Gucci isn’t just showing clothes, it’s building a world. The casting of Hollywood icons in The Tiger makes the campaign feel bigger than fashion, while the collection itself frames Gucci as a sprawling, eccentric family. It’s storytelling that nods to the house’s roots while setting the stage for what’s next: Demna’s first runway show in February.
The Tiger is streaming via gucci.com, or click the play button below to watch it here, with live screenings in Milan and New York.
The La Famiglia collection is now rolling out globally. Don’t miss what comes next.
