On Tuesday last week, we hit up Gucci’s screening at Milan Fashion Week where Alex Consani, Demi Moore, Jin from BTS, Nettspend, and Lila Moss were in the crowd, for the house to debut a short film instead of a runway show for Spring/Summer 2026. Having had a few days to dissect the film, and the collection spotlit within it, here’s everything you need to know.
Gucci just linked up with directors Spike Jonze and Halina Reijn to bring Demna’s new vision for the house to life in a short film, titled “The Tiger.” The cast is insane, with Demi Moore, Elliot Page, Keke Palmer, Alex Consani, Edward Norton, Kendall Jenner, and more all making an appearance in the 33 minute movie. So what’s it about?
The film follows Demi Moore’s character, Barbara Gucci, Head of Gucci International and Chairman of California, celebrating her birthday at her family home. With her whole family and a special guest in attendance, she spirals under the pressure and… you can guess the chaos that follows.
Demna’s new Gucci, as revealed in his SS26 lookbook, is about breaking down the archetypes of what the brand stands for, paying homage to the “Gucciness” of Gucci. So each character in the movie, dressed head to toe in Demna’s new designs, symbolises a different personality of the house.
If you obsessively studied the brand’s SS26 “La Famiglia” lookbook on Instagram like us, then you’ll also know instantly when watching Gucci’s short film which character represents which archetype. For example, in the film’s promo poster our protagonist Demi Moore is wearing Gucci’s “L’Incazzata” look, which translates to “very angry” in colloquial Italian, foreshadowing her character arch.
Likewise, other characters’ costuming is a telltale sign of their storylines. Alex Consani is “La Bomba,” a bombshell wearing a fur jacket and heels; Kendall Jenner is “Miss Aperitivo,” in a silver dress which obviously reflects her party girl personality; Keke Palmer’s character is “La Principessa” or the princess in a pink gown with pussy bow necktie and Elliot Page is “Rubacuori” which translates to heartthrob (obviously).
Hit up the brand’s website at this link to view Gucci’s full short film, “The Tiger”.
Images via Gucci©
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