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With the film The Tiger, Gucci makes a spectacular comeback
With the film The Tiger, directed by Spike Jonze and Halina Reijn, Gucci stages the debut collection of its new artistic director, Demna. Discover this sharp short film.
Gucci’s bold move at Milan Fashion Week
As the Spring/Summer 2026 Fashion Week has just kicked off in Milan, Gucci stages a long-awaited comeback. One that we have been hoping for after a long and intense fashion turnover that lasted over a year. To orchestrate this return, Demna, who was appointed creative director in July 2025, has assembled a powerhouse team with a clear goal – to bring Gucci back to the top of the game.
Although it had been known for several weeks that a runway show was not on the table, the house was still listed on Milan’s official calendar. Up until Monday 22nd of September, everything remained shrouded in mystery. At 8 o’clock in the morning, a lookbook sent by email and posted on social media unveiled Demna‘s vision for Gucci.
Titled La Famiglia, the collection draws the portrait of an Italian family, embodied by 38 characters, each representing a contemporary archetype. Even if this subtle teaser doesn’t have the energy of a fashion show, it does offer a vivid and tangible glimpse of Demna’s intentions. At Gucci, attitude takes precedence over the clothes.
As a matter of fact, the house isn’t stopping at a simple lookbook. On Tuesday evening, September 23, 2025, Gucci revealed the first major creative project of its new artistic director… A short film directed by Spike Jonze and Halina Reijn.
The Tiger, a Gucci satire
From the first collaboration between the Oscar-winning director of Her (2014) and the Dutch filmmaker behind the provocative Babygirl (2024) comes a biting 33-minute film with a stellar cast. Keeping in mind her unusual role in The Substance (2024), Demi Moore appears as a ruthless matriarch and businesswoman. Alongside her are Edward Norton, Ed Harris, Elliot Page, Keke Palmer, Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner and Alex Consani in this family satire that plays on the dramas of the dynasty.
Over the years, the house founded in 1921 by Guccio Gucci became the stage for intense internal conflicts across three generations of heirs. A story history recounted in Ridley Scott’s 2021 film House of Gucci. It’s no surprise that Demna would find such rich material to fuel his creativity. The latter has mastered the art of irony in order to draw the attention of an audience hungry for scandals and novelty. As Mark Twain once said, “Laughter is the greatest weapon, and we, as humans, use it the least.” A vision that Demna has clearly understood.
But let’s not forget the real star of the film, Demna’s Gucci collection. In Milan, the cast stepped back into their roles on the red carpet for a spectacular premiere. A formidable PR move that marked the brilliant comeback of Gucci to the forefront of the fashion scene.
A premiere with fashion show accents
For the screening of the film, Demna is blurring the lines between genres. The result obviously echoes the Balenciaga Spring/Summer 2022 show, where Demna worked before joining Gucci.
Halfway between a runway presentation and a red-carpet event, the premiere brought together the film’s cast, the lookbook models and a host of prestigious guests. Naturally, all of them were wearing the new Gucci collection, available in stores now.
The premiere of the short film The Tiger by Gucci
