Demna’s first Gucci collection skips the runway and premieres as a short film starring Demi Moore and more.
Instead of staging a traditional runway show for Spring/Summer 2026, the brand introduced its new collection through The Tiger, a short film directed by Spike Jonze and Halina Reijn. It marks Demna’s first official outing as Gucci’s creative director and rather than follow industry expectations, he tore up the playbook.
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The film premiered in Milan after the release of Gucci: La Famiglia, a digital lookbook that introduced characters tied to the world Demna is building. The campaign feels less like a seasonal drop and more like the pilot episode of a sharply written fashion series.
Family drama but make it Gucci
At the center of The Tiger is Barbara Gucci, played by Demi Moore. Barbara is the fictional and all-powerful head of Gucci International, who also happens to “own” the state of California. She gathers her family and a high-profile guest list for a birthday dinner that, on the surface, looks picture-perfect. But as the evening plays out, cracks begin to show. The story unpacks themes of power, image, legacy, and dysfunction, all while characters move through the film in full Gucci look
Co-directors Jonze and Reijn, each known for their distinct visuals, create a world that’s at once absurd, glamorous, and slightly unhinged. The result is a film that feels more like an art film than a brand campaign. The ensemble cast includes Edward Norton, Elliot Page, Keke Palmer, Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner, and Alex Consani.
The lookbook
Before the film dropped, Demna released Gucci: La Famiglia, a 38-look collection photographed by artist Catherine Opie. Styled like a family photo album, the portraits introduced fictional personas from the Gucci universe: “The Furious One” in a scarlet coat, “The Influencer” in full leather, “La VIP” covered in monogram, and more.
The clothes
The collection plays with classic Gucci signatures: bamboo handles, travel trunks, horsebit details, the iconic green-red stripe. There are nods to previous creative directors like Tom Ford and Alessandro Michele, but it all point to a new chapter.
The pieces feel lighter, flirtier, more sculptural. Monogrammed mesh, metallic gowns, and boots make up the heart of the collection.
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The red carpet
The Tiger premiered at Milan’s Palazzo Mezzanotte, the city’s historic stock exchange, and effectively doubled as the fashion show itself. Moore stunned in a gold-beaded gown. Gwyneth Paltrow showed up in a monogrammed skirt set styled as “La VIP.” Serena Williams opted for a sheer gown with a mermaid hem.
Models from the La Famiglia campaign walked the brown carpet alongside celebrities, all dressed in Demna’s debut collection. According to Variety, the guest list included not only the film’s stars and directors, but also Jin (of BTS), Serena Williams, and Anna Wintour.
Demna may have called this moment “baby steps,” but the scale and spectacle say otherwise.
Watch The Tiger below:
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See La Famiglia below:
