“…On 23 September, Gucci unveiled ‘THE TIGER’, a short film that served as a tantalising soft launch of the house’s new creative era under Demna Gvasalia. The premiere drew a constellation of brand ambassadors and luminaries—Davika Hoorne, Jin of BTS, Demi Moore, Edward Norton, Ed Harris and Elliot Page, who also stars in the film—illuminating the night with cinematic glamour…”

The narrative, brought to life by Oscar-winning director Spike Jonze and visionary Halina, pivots around Barbara Gucci—played with striking poise by Demi Moore—the formidable head of Gucci International and Chairman of California. Beneath the flawless veneer of her birthday dinner, staged at home with her children and a seasoned ‘Vanity Fair’ journalist, lies the quiet unease of a woman torn between authority and vulnerability.

What begins as a perfectly choreographed evening swiftly fractures when one of Barbara’s children mischievously laces the champagne with a calming elixir. The result is an evening of exquisite unravelling, as each guest surrenders to their hidden selves in a theatrical collision of candour and chaos. 

Beyond its masterful performances, ‘THE TIGER’ is a study in artistry and intent. The characters are clad in ‘Gucci: La Famiglia’—Demna’s inaugural collection for the house. It reads as a love letter to Gucci’s past, paying homage to the creative directors who shaped its legend, yet boldly refracted through Demna’s uncompromising lens. As a prologue to February’s grand debut, the film whispers of a future where heritage and provocation stride side by side.

The premiere, held at Palazzo Mezzanotte in Milan, welcomed an ensemble cast alongside brand ambassadors Jin of BTS, Davika Hoorne and Alia Bhatt, as well as luminaries such as Serena Williams. Models graced the occasion in total looks from the Gucci: La Famiglia collection, signalling a triumphant beginning for Demna’s debut at the house. The collection is set to arrive in Milan boutiques at the end of this week.