Gucci unveiled its latest cultural project in Milan with the premiere of The Tiger, a short film written and directed by Academy Award winner Spike Jonze and filmmaker Halina Reijn (Babygirl). Beyond its cinematic allure, the production marks the highly anticipated creative debut of Demna for the Italian fashion house — an appointment that has been closely scrutinised by both the luxury industry and investors eager to gauge the brand’s next chapter.
The Tiger Roars: Gucci Redefines Luxury Through Film
The film boasts an ensemble cast that underscores Gucci’s cultural reach. Demi Moore, Edward Norton, Ed Harris, Elliot Page, Keke Palmer, Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner, and Alex Consani lend their talents, all costumed in the maison’s La Famiglia collection. In doing so, Gucci extends the presentation of a seasonal line into a fully realised cinematic universe.
The narrative follows Barbara Gucci, the fictional Head of Gucci International and Chairman of California, who hosts her family and a distinguished guest for a birthday celebration. As the evening unfolds, Barbara’s polished exterior begins to erode under the pressures of corporate responsibility, familial expectations, and personal identity. The resulting story examines the fragility of legacy and control — an allegory that resonates with the broader world of leadership and influence across the fashion industry.
For Demna, this debut signals a larger ambition beyond his creative direction. Known for his disruptive tenure at Balenciaga, his vision for Gucci appears to embrace a holistic approach, one that moves beyond the runway to position the brand as a cultural producer. The Tiger weaves themes of power, vulnerability, and reinvention into its fabric, with the La Famiglia collection serving as both costume and character.
Gucci Enters a New Era Under Demna
Strategically, Gucci’s pivot toward cinematic storytelling reflects broader industry trends. As luxury brands compete in an increasingly crowded global marketplace, differentiation lies in creating cultural moments that resonate with high-net-worth consumers. By commissioning filmmakers of Jonze and Reijn’s calibre, Gucci elevates its brand narrative to the level of art and cinema, appealing to an audience that values both heritage and innovation.
The choice of Milan as the launchpad reinforces Gucci’s Italian roots while projecting its global ambition. It highlights the brand’s balancing act: honouring heritage while adapting to an evolving luxury landscape whereby experiences, narratives, and cultural cachet are as vital as craftsmanship.
With The Tiger, Gucci reaffirms its position not merely as a luxury house, but as a cultural force. It signals a future where fashion extends into new mediums, securing relevance and resonance in the storytelling of craftsmanship, and the power it weaves through design.
(Images from Gucci)