Gucci has set aside the runway this season, choosing instead to reveal Demna’s first collection for the house through a short film. The project, titled The Tiger, premiered during Milan Fashion Week with a parallel screening in New York, signaling a bold new direction for the brand.
Directed by Spike Jonze and Halina Reijn, the film places Demi Moore at the center as a powerful figure whose celebratory evening spirals into unease. Surrounding her are Keke Palmer, Edward Norton, Kendall Jenner, Julianne Nicholson, Alex Consani and other well-known names, each embodying characters from the new La Famiglia collection.
Earlier in the day, Gucci unveiled its spring 2026 lookbook online, a series of portraits introducing archetypal personas such as the Princess and the Heiress. In The Tiger, those still images are the roles, bringing the clothes to life.
The event was staged at Milan’s Palazzo Mezzanotte, where guests experienced both the premiere and the unveiling of Demna’s vision for Gucci. Rather than showcasing garments in the usual sequence of a catwalk, the collection was given a story. For Demna, who made his mark at Balenciaga, the launch reaffirms his ability to blur fashion and culture. The film format presented his first Gucci collection and also reframed what a debut could be, less spectacle for spectacle’s sake, more storytelling designed for brand identity.
The clothes themselves reflect Gucci’s heritage while introducing sharper tailoring, dramatic silhouettes, and layered references. It is an ambitious start for a new chapter, one that situates the house within a broader cultural conversation about how fashion is seen and experienced.
With The Tiger, Gucci proves it doesn’t need a traditional runway to make an impact.
To view The Tiger and the collection go to gucci.com.
