Trust Demna Gvasalia to turn a photocall into one of fashion month’s buzziest soirées.
Though his first complete collection for Gucci isn’t due until February 2026, Demna couldn’t resist disrupting the calendar. At the opening of Spring 2026 Milan Fashion Week, the designer offered a tantalising glimpse of his vision: first, via a Royal Tenenbaums–coded lookbook that quietly leaked earlier in the week; then, with the surprise unveiling of The Tiger, a 30-minute film that acts as a cinematic manifesto for his Gucci.
Directed by Spike Jonze and Halina Reijn, The Tiger stars Demi Moore as a Gucci heiress hosting a lavish birthday dinner that slowly spirals into a portrait of hidden tensions and curated appearances. The ensemble cast includes Edward Norton, Ed Harris, Elliot Page, Keke Palmer, Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner and Alex Consani—each playing archetypes drawn from Demna’s new Gucci lexicon, La Famiglia.
In the new Gucci family, wardrobe functions as both plot and character. Moore appears first in a crimson collared coat with a brooch at the breast, later in a baroque gown dripping with crystals. Palmer is the “princess” in an unapologetically pink confection. Norton broods in a dark suit; Page sharpens into frame in a crisp tuxedo.
For Demna, the film’s release isn’t simply a teaser, it’s a recalibration—a break from the traditional show format in favour of fashion as narrative. While controversial, Demna is a master marketer and has clearly flagged he won’t be beholden to a seasonal runway schedule as he takes the helm at Gucci.
To match the cinematic theatrics, Demna assembled a star-studded lineup for the red carpet. Serena Williams arrived in a form-fitting, long-sleeved sheer gown with a monogrammed underlay and mermaid skirt—an iteration of Look 27 from the lookbook, reimagined with added coverage and a turtleneck silhouette.
Gwyneth Paltrow made her Milan Fashion Week debut wearing Look 3, “La VIP”, a monogrammed beige skirt set styled with a satin blouse, knee-high column boots, and a slim belt.
Meanwhile, leading lady Demi Moore dazzled in Look 36: a burnt-orange turtleneck gown intricately beaded with hand-applied crystals, patterned with dark florals that caught the light and camera flashes alike.
Lila Moss, fashion’s new favourite nepo baby, reprised Look 17 (Ragazza, Italian for “young girl”), which she modelled in the lookbook. She paired a croc-embossed mini skirt with a black turtleneck and knee-high boots, a minimalist look her mother could have easily worn in the 90s. With The Tiger, Demna’s Gucci signals its intent: high drama, rich heritage, and an ensemble cast of characters ready to wear the roles he’s written for them.
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