The Tiger: Gucci's Creative Take on Storytelling and Fashion

Milan Fashion Week opened up this season with a bang. On the first evening, Gucci dazzled the fashion industry with its innovative new collection. Gucci just had a change of creative director, and fashion designer Demna has taken over the position. This change happened in March of 2025 and there wasn’t enough time—between then and Milan Fashion Week—for Demna to develop his vision for Gucci’s brand. So instead of a runway show, Demna opted for a digital lookbook release and a short film centered around the new pieces of the collection. It is a different approach to Fashion Week, but impactful nonetheless. The premiere of this film was held on the first night of Milan Fashion Week, and immediately generated a lot of press regarding Gucci’s new path. The Tiger is a sneak peek of what’s to come with Gucci while it is under this new creative direction.

This short film is a clear statement of prowess and exclusivity, as he film stars big-name actors and is directed by two award-winning filmmakers Spike Jonze (who directed the movie Her) and Halina Reijn (who directed the movie Babygirl). Demi Moore, Elliot Page, Edward Norton, and Keke Palmer star in this short film along with other talented actors. But even though it may seem exclusive, Gucci does make it accessible for all to watch. Just like a runway show—where audiences around the world can watch a recording of the show—The Tiger is available to watch for free on Gucci’s website and YouTube.

The film is an interpretation of the Gucci family. It follows Barbara Gucci (Moore), who is the fictional Head of Gucci International, as she tries to keep her reputation alive during her birthday celebration with family. A high-profile journalist was invited to the celebration to get the inside scoop on the Gucci family and their new collection, and that adds an extra level of stress to the evening. Long story short, the group is accidentally drugged and shenanigans ensue. Barbara has to learn how to balance her career, her role as a mother, and her desire to be in control. This film is filled with fashion, philosophical messages, and psychedelic drama, and is definitely worth a watch.

After an initial watch of this film, one might think that it’s a little silly. That is understandable, because a little bit of deeper thinking is required. The Tiger carries a deep message of what ambition can be like in a big-name fashion family. It can be hard to live up to the standards that have been seen in the past, and Barbara Gucci is a perfect representation of what that does to a person. She has to learn how to maintain control while in the midst of chaos, and she is put to the test at the party once the incidental drugs have kicked in.

There also is a lot of talk about appearances, how they can be very fragile and crack in a split second. There is a scene in the film where Barbara and the journalist are talking one-on-one when the journalist makes a poignant statement. He says, “Isn’t it strange? You can only see yourself from the inside and everyone else sees you from the outside… That’s terrifying.” The way that one is seen to the world is so subjective, and often a small change in appearance can ruin their reputation in a heartbeat. Especially when, like Barbara Gucci, a person is in the spotlight and is constantly looked at and judged. As the film progresses, Barbara is seen having to tackle firsthand the reality of the fragility of her appearance. The Tiger does a great job at shedding light at these occurrences while also incorporating them into the plot of the film seamlessly.

This collection, titled “La Famiglia”, pulls in elements that are reflective of past Gucci creative directors and collections. Faux fur and tie-neck blouses are seen throughout the collection, as well as Demna’s addition of wide-shouldered silhouettes and long-sleeve dresses. A big talking point of the collection is the Gucci monogram logo that has made a comeback. It appears on buttons, earrings, and belt buckles and alludes to the history and legacy of this heritage company.

At the red carpet on the evening of the premiere, the cast of The Tiger stepped out in the same ensembles that they wore in the film. The looks that they are wearing are pieces from the “La Famiglia” collection. Barbara Gucci is always wearing extravagant and sophisticated looks that attract attention and command the room. Throughout the film she’s seen in sequins and dresses that take up space. Other guests at the dinner party are seen in expertly tailored suits or colorful dresses accessorized with faux fur to match.

In the beginning of the film, Barbara is walking outside through a display of her new collection, critiquing it and giving her assistant various notes. Models are standing on pedestals in the yard wearing head-to-toe Gucci and famous models Kendall Jenner and Alex Consani are a part of this scene. It’s a clever way for Demna to include a bit of what is considered a traditional way of presenting fashion for the release of the collection. The looks are on display, and those who are wearing those looks are models that are often seen gracing the runway at luxury brand’s shows.

The Tiger is a fashion-filled fever dream of a movie and is something that I encourage every fashion student to watch. So, now that you’ve gone and watched it, I just have one question that I have to ask: What would you do if you were stuck in a room with a tiger? Would you let it eat you?