In today’s chronically online world, where attention spans are measured in swipes, how do you make people stop and stare? Gucci answered by tearing up fashion’s traditional playbook. Instead of a runway show at Milan Fashion Week, the house premiered a 30-minute short film titled The Tiger. Directed by Spike Jonze and Halina Reijn, the film stars Demi Moore as Barbara Gucci, joined by Edward Norton, Elliot Page, Keke Palmer, Julianne Nicholson, Kendall Jenner, Ed Harris, Alia Shawkat, and more, all dressed in Demna’s first collection for the house.
The film creatively brought to life the collection from Demna’s teaser campaign La Famiglia. The plot of the film follows Barbara Gucci as she juggles the demands of being a matriarch, a corporate leader, and the face of a brand, until her carefully controlled facade begins to unravel.
Premiered at the Milan Bourse, The Tiger drew a star-studded red-carpet guest list that included BTS’s Jimin, Gwyneth Paltrow, Alex Consani, Demi Moore, Alia Bhatt, Park Gyu-Young, Davika Hoorne, Serena Williams, and Bethann Hardison, among others, ensuring the debut was as much a cultural spectacle as a fashion event. Gucci’s glittering guest list naturally arrived wearing looks from Demna’s debut collection. And yes, Demna himself was in the audience, watching his first Gucci chapter unfold onscreen.
One of the season’s most anticipated debuts, it was a move that made the right kind of noise, forcing the fashion world (and beyond) to stop, hit play, and watch.
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