Gucci’s Spring/Summer 2026 Story Comes Alive in The Tiger

Gucci has always blurred the lines between fashion and storytelling, but this season, the house raised the stakes. In lieu of a Spring/Summer 2026 runway show, Gucci unveiled The Tiger, a short film that premiered in Milan just one day after the Gucci: La Famiglia lookbook dropped. Directed by Academy Award winner Spike Jonze alongside Halina Reijn, the project transforms Demna’s first Gucci collection from still imagery into cinematic drama.

Photo Credit: Courtesy of Gucci

At the heart of the film is Barbara Gucci, portrayed as the impeccably powerful Head of Gucci International and Chairman of California. She convenes her family—and a high-profile guest—for a birthday celebration meant to reflect her flawless world. But as the evening unfolds, that polished surface begins to crack. The film unpacks themes of legacy, control, and identity, turning a fashion presentation into a layered family portrait.

Part of what makes The Tiger so compelling is its ensemble. Demi Moore, Edward Norton, Ed Harris, Elliot Page, Keke Palmer, Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner, and Alex Consani all step into the Gucci universe. Their presence underscores Gucci’s ability to move beyond clothes, tapping into cultural conversation through performance.

After its Milan debut, The Tiger heads to New York’s Cinema Village on September 24 before returning to Palazzo Mezzanotte in Milan on September 25. Tickets are available on gucci.com, the greater takeaway is clear: under Demna, Gucci is reframing how a collection is unveiled, treating film as a stage where fashion, performance, and star power collide.