Gucci positions The Tiger as a cinematic collection debut, choosing film over runway to frame its Spring/Summer 2026 collection as narrative. In a 30-minute short, Demi Moore leads a dynasty around a sumptuous dinner party that dissolves into surreal episodes, with the clothing amplified through dramatic atmosphere.

The film was screened at Milan’s Palazzo Mezzanotte, where Gucci transformed the venue into a theater experience. Characters wear Demna’s La Famiglia line as both costume and symbol, giving the garments emotional weight beyond aesthetics. Visual sequences of shifting tables, exaggerated gestures, and the presence of a tiger elevate the collection into storytelling form. With this approach, Gucci redefines fashion presentation as a cultural performance, positioning design as part of a larger cinematic language.

Image Credit: Spike Jonze