Gucci swapped the traditional runway for the silver screen, kicking off Milan Fashion Week with a fresh twist. Guests were invited to the premiere of The Tiger, a 33-minute short film co-directed by Spike Jonze and Halina Reijn.

The film showcases La Famiglia, the debut collection of Gucci’s new creative director, Demna, in the birthday party of a character named Barbara Gucci, the fictional Head of Gucci International and Chairman of California, played by Demi Moore. 

In the short Film, Barbara Gucci, Head of Gucci International and Chairman in California, hosts her birthday at the family’s grand estate. The guest list brings together her children and a guest of honour from outside the family, setting the stage for an evening that begins with elegance but soon unravels. Amid polished table settings and polite exchanges, cracks surface. Barbara’s determination to protect the Gucci legacy clashes with her need to impress, to parent, and to control. By the time the night takes a darker turn, the carefully maintained façade is already crumbling.

Barbara Gucci is played by Demi Moore, who stepped onto the red carpet for the premiere in a head-to-toe glittering maxi dress, richly embroidered in gold and copper by hand. Streams of crystal fringe and dramatic proportions brought Demna’s new vision for the Italian house to life — or, as he described in his lookbook La Famiglia, it captured “the Gucciness of Gucci.”

Joining her on screen is a star-studded cast, including Edward Norton, Ed Harris, Elliot Page, Keke Palmer, Kendall Jenner, and Alex Consani. With this cinematic debut, the Italian fashion house is breaking the mold of fashion runways. In addition to the short film, Demna’s debut collection was also presented in a lookbook.

Gwyneth Paltrow brought La VIP to the red carpet in a look lifted straight from Gucci Spring ’26. She stunned in a beige skirt set, with a satin blouse, knee-length column skirt and matching boots — all emblazoned with the brand’s iconic GG monogram.

Meanwhile, Serena Williams graced the premiere in a long-sleeved black Gucci gown that channelled old Hollywood glamour. While not part of the lookbook, her ensemble echoed the elegance of Look 28 from the house’s latest collection.

Following the Milan premiere, screenings are set for Cinema Village in New York on September 24 and Palazzo Mezzanotte in Milan on September 25.