The new Creative Director of the Maison introduces a radical, intimate, and deeply aesthetic vision of both the concept of family and the idea of “Gucciness.” The short film The Tiger premiered in Milan on September 23, with select screenings also held in New York. Starring a stellar cast including Demi Moore, Edward Norton, Elliot Page, and Kendall Jenner, the film tells the story of Barbara Gucci, President of Gucci International and the central figure in a powerful yet fragile and hyper-curated family clan. Demi Moore, in the role of Barbara, hosts a lavish gathering at the family estate to celebrate her birthday. But beneath the polished surface of elegance and control lies a fragile balance. Expectations, status, affection, and identity begin to unravel as the evening takes an unexpected turn. The narrative is layered with emotional tension and meticulously crafted stylistic details. The Tiger is more than a film: it is a narrative installation, conceived as an aesthetic performance, a fashion show in the form of cinema.
Even before the film directed by Jonze, La Famiglia marked the first collection designed by Demna for Gucci. Previewed through a lookbook shot by Catherine Opie, the collection consists of 37 looks and serves as a conceptual prelude to the designer’s first official runway show, scheduled for February 2026. In keeping with Demna’s distinctive style, La Famiglia stands out for its subversive aesthetic and sharp irony. Contemporary archetypes are transformed into imaginary characters framed in opulent settings—such as La Bomba, L’Androgino, and La V.I.C.—deliberately provocative labels that play with identity, fashion, and social expectations. Among the key pieces in the collection is the return of the historic Gucci Bamboo 1947 bag, reimagined with deconstructed volumes, fluid new proportions, and an unexpected selection of materials that radically update its iconic status. The collection is completed by a series of loafers, sculptural accessories, and meticulously crafted details designed to make an immediate visual impact, objects conceived not only to be worn, but to become true recognizable symbols of this new era.
“For me, all these archetypes represent the Gucci crowd and the future Gucci customers. Everyone will be able to find something in the collection that suits them.”
Demna’s vision, widely recognized for its ability to merge pop culture, social critique, and couture sensibility, appears intent on restoring a strong, contemporary identity to Gucci, one that resonates both with nostalgic audiences and a new generation. What remains from this first glimpse is a clear intention to speak about fashion beyond the product itself, aiming instead to portray a complex and challenging world. Gucci is placing its bet on storytelling: on a narrative universe where garments carry meaning, and where the construction of meaning becomes central. The Tiger thus marks the beginning of a new era for the Maison.
