In Lieu of Runway Show, Gucci Premieres Film

23 Sept 2025

The short, co-directed by Spike Jonze and Halina Reijn, bypassed fashion convention to launch Demna's first collection for the brand.

Gucci is delving further into the filmmaking world as the venerable house premieres a short film starring Demi Moore and a cast of Hollywood stars.

The film, entitled The Tiger, is directed by Academy Award-winner Spike Jonze (Her) and Halina Reijn (Babygirl) and features Moore as the head of Gucci, as well as the fictional chairman of California, with a cast including Edward Norton, Elliot Page, Keke Palmer, Julianne Nicholson and Kendall Jenner.

The fashion brand premiered the film on Tuesday, both in Milan and with a special event in New York, rather than launching a runway show for the first collection under artistic director Demna, who previously served as the creative director of Balenciaga. Gucci also launched a digital lookbook for his spring 2026 ready-to-wear line, called La Famiglia.

“From the very beginning, I shaped the collection by imagining a constellation of characters, asking myself what Gucci means to me, from its archive to the many identities it embodies,” Demna said in a statement to The Hollywood Reporter. “I gathered an imaginary family to carry the story, each figure holding a fragment of the broader narrative. Since my first show will be in February, I felt like the story of La Famiglia should be told through a short film. I shared it with Spike and Halina, whose work I’ve long admired, and they created their film, ‘The Tiger,’ inspired by these characters.”

While the intent here is more to showcase the fashion collection than to become a major film producer, fashion houses are becoming increasingly entrenched in the film world.