Marking Demna’s official debut as Gucci’s Creative Director, Gucci released their short 33 minute film, entitled The Tiger.
The film was presented on September 20, 2025 on the first day of Milan Fashion Week. The film signals a shift toward cinematic storytelling of fashion and steps away from the traditional runway show.
As a brand, Gucci is seemingly gravitating to bolder, dramatic storytelling.
Demna’s collection in the film was released to select stores immediately, which suggests a rapid runway to retail strategy to drive quick demand.
The film showcases Demna’s first Gucci collection named “La Famiglia”. Strong themes of status, wealth, image, and legacy were portrayed through the characters while Demna’s collection itself served as their costume.
The film centers on the home of Barbara Gucci, played by Demi Moore, who acts as the head of Gucci International. Her children and a Vanity Fair writer attend her birthday dinner, where psychedelics are accidentally taken by all parties. The humorous, satirical film ultimately reveals themes of family dysfunction, identity, and the illusion of wealth and luxury.
The film is directed by Demna and co-directed by Oscar winner Spike Jonze and Halina Rejin. Further actors within the film include Keke Palmer, Kendall Jenner, Alex Consani, and more.
You can watch the film on Gucci’s website at the link here.
Source: Vanity Fair
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