Gucci’s Cinematic Debut: Demi Moore Stars in Spike Jonze’s Film for Demna’s Collection
Gucci has unveiled a cinematic short film directed by Spike Jonze, featuring Demi Moore, to showcase artistic director Demna’s first collection. The film, titled 'The Tiger,' premiered simultaneously in Milan and New York, replacing the traditional runway show.
GucciDemnaDemi MooreSpike JonzeLa FamigliaReal EstateSep 24, 2025
The film also features a star-studded cast including Edward Norton, Elliot Page, Keke Palmer, Julianne Nicholson, Kendall Jenner, Ed Harris, Alia Shawkat, Heather Lawless, Ronny Chieng, and Alex Consani. The film premiered simultaneously in Milan and New York on Tuesday, replacing the traditional runway show for Demna’s spring 2026 ready-to-wear line, 'La Famiglia,' which was also presented as a digital lookbook.
Ahead of the premiere, Gucci digitally released the collection on Instagram, generating excitement among fashion insiders. Observers noted nods to the sensual allure of Tom Ford’s 1990s Gucci and Alessandro Michele’s eclectic era, now infused with Demna’s signature vision from Balenciaga.
In the 30-minute surreal narrative, Moore hosts a birthday gathering at her family estate, joined by her children and a Vanity Fair correspondent played by Harris. The polished veneer of her leadership cracks as the evening spirals: guests’ drinks are mysteriously drugged, twins appear clad in alternate Gucci looks, and a poolside scene sees characters swimming fully dressed in designer ensembles. The night culminates in a striking, chaotic finale as Moore’s table literally explodes. Amid the theatrical chaos, the film delivers pointed commentary on wealth, from casual mentions of personal acquisitions of Florida to Moore attempting to manage an earthquake in California with AI.
The collection, aptly named 'La Famiglia,' mirrors the archetypal roles seen in the film and on the red carpet: Palmer embodies the frothy pink-gowned princess, Page dons a tuxedo as the ambitious son, and Norton appears as the ne’er-do-well in a tie-less dark suit. The real-world red carpet brought the pieces to life, with Gwyneth Paltrow in a Gucci logo pussy-bow blouse, midi skirt, and knee boots, and Serena Williams in a sheer black dress finished with delicate feathers.
Demna’s appointment in July follows Sabato de Sarno’s brief tenure, marking a pivotal moment for the Italian house. Highlighting Gucci’s significance within Kering Group, chairman François-Henri Pinault and CEO Luca de Meo attended the premiere in a purpose-built theater inside Milan’s stock exchange building. The film, collection, and star-studded cast were met with applause. The next test comes Thursday, when the see-now-buy-now collection becomes available in ten stores worldwide, including Milan, Paris, London, New York City, and Los Angeles.
Frequently Asked Questions
Who directed the Gucci short film 'The Tiger'?
The film 'The Tiger' was directed by Academy Award-winner Spike Jonze and Halina Reijn.
What is the name of Demna’s first collection for Gucci?
Demna’s first collection for Gucci is named 'La Famiglia'.
Where did the film premiere?
The film premiered simultaneously in Milan and New York.
Who are some of the notable actors in the film?
The film features Demi Moore, Edward Norton, Elliot Page, Keke Palmer, Julianne Nicholson, Kendall Jenner, Ed Harris, Alia Shawkat, Heather Lawless, Ronny Chieng, and Alex Consani.
When will the see-now-buy-now collection be available in stores?
The see-now-buy-now collection will be available in ten stores worldwide, including Milan, Paris, London, New York City, and Los Angeles, on Thursday.
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