Gucci is delving further into the filmmaking world as the venerable house premieres a short film starring Demi Moore and a cast of Hollywood stars. 

The film, entitled The Tiger, is directed by Academy Award-winner Spike Jonze (Her) and Halina Reijn (Babygirl) and features Moore as the head of Gucci, as well as the fictional chairman of California, with a cast including Edward Norton, Elliot Page, Keke Palmer, Julianne Nicholson and Kendall Jenner.

The fashion brand premiered the film on Tuesday, both in Milan and with a special event in New York, rather than launching a runway show for the first collection under artistic director Demna, who previously served as the creative director of Balenciaga. Gucci also launched a digital lookbook for his spring 2026 ready-to-wear line, called La Famiglia.

“From the very beginning, I shaped the collection by imagining a constellation of characters, asking myself what Gucci means to me, from its archive to the many identities it embodies,” Demna said in a statement to The Hollywood Reporter. “I gathered an imaginary family to carry the story, each figure holding a fragment of the broader narrative. Since my first show will be in February, I felt like the story of La Famiglia should be told through a short film. I shared it with Spike and Halina, whose work I’ve long admired, and they created their film, ‘The Tiger,’ inspired by these characters.”

The film, which also stars Ed Harris, Alia Shawkat, Heather Lawless, Ronny Chieng and Alex Consani, sees Moore gather her children and a special guest at the family home to celebrate her birthday. Her polished demeanor as the head of the company and host cracks as the night takes a turn. 

While the intent here is more to showcase the fashion collection than to become a major film producer, fashion houses are becoming increasingly entrenched in the film world.

Gucci also previously premiered a series of short films with filmmaker Gus Van Sant in 2020, as live fashion shows were suspended by the pandemic. While the pandemic forced many major fashion houses to rethink the traditional runway show, Alessandro Michele, then-Gucci creative director, also proclaimed at the time that the brand would limit the number of its collections and runway shows from five or more a year to just two in order to have more time to breathe. The 2021 feature film House of Gucci also took on the history of the family brand. 

Speaking just ahead of the premiere, Nicholson, who wears a matching black high-colored dress with Heather Lawless, said she signed on to the project because of the directing team as well as the opportunity to work with the brand. 

“This is the first time I’ve done anything like this, and it was sort of the combination of Spike and Halina directing with such an iconic brand, and Demna, being his first collection,” Nicholson said. “I grew up outside of Boston, Massachusetts and where I grew up, it was largely like Irish-American and Italian-American communities. So Gucci was probably the first major fashion brand that I ever knew about.”

“I had to have like three people fit me into the dress, and had massive bling on my fingers,” she said of being on set. “[Heather and I] would just sort of look at each other throughout the course of the day, like, what is happening here? It felt like we had stumbled into a Fellini film-like dream.”

“It felt like a real mashup of filmmaking and fashion, which are two very different worlds, actually, but it felt like they forged together beautifully,” she added.