Demi Moore in Spike Jonze-led Gucci Film Introduces Demna’s Collection
- Fashion Featured
Yashita Damani- 5 minutes read
Gucci is boldly stepping further into the cinematic world, premiering a short film that doubles as the debut showcase for artistic director Demna’s first collection.
The Tiger, directed by Academy Award-winner Spike Jonze (Her) and Halina Reijn (Babygirl), stars Demi Moore as the formidable head of Gucci and a fictional California chairman.
The film also features 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.
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