The new era of Gucci began with cinema. In honor of Demni's debut collection, the Italian fashion house presented The Tiger, a 30-year-old short film that simultaneously became a presentation of the La Famiglia collection and a satirical look at the world of fashion and wealth. The film was created by Oscar-winning director Spike Jonze (“Vaughn,” “Be John Malkovich”) and Dutch director Galina Rein (“The Good Bad Girl”).
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The plot of The Tiger is centered on Barbara Gucci, based at Gucci International and played by Demi Moore. The script also bears the title Chairman of California – an absurd title that reinforces the satirical and grotesque nature of the story. Her heroine tries to preserve the image of the ideal mistress of the empire: she controls the brand, organizes social events, maintains an unpretentious etiquette and a seemingly façade of success. This ideal image quickly begins to crack.
Demi Moore in the movie The Tiger
Today, the wife of Barbara gathers her children – Edward Norton, Elliot Page and Keke Palmer – and asks for a special guest, Vanity Fair journalist, from the victorious Ed Harris. The Christmas Eve party in a luxurious manner quickly gets out of control: the champagne is intoxicated with a psychedelic infusion and the evening turns into surreal chaos. Norton looks like a hairy double in yet another Gucci suit, guests feast by the pool in designer cloth and tuxedos, and the holy table wobbles just in the middle of the evening.
The film The Tiger combines absurdist comedy and social satire, creating an allegory about the rigor of control, the joylessness of pleasure and the reality that wealth comes from war, climate change crisis and global unrest. Elliot Page described the line as follows: “This satire is gentle and funny, but at times alarming and sometimes dull. Beneath the glamor one senses the restlessness that mirrors our hour.”
Elliot Page in the film The Tiger
Actor's Warehouse The Tiger – Zirkov's team at the helm. Starring Demi Moore, Edward Norton, Elliot Page, Keke Palmer and Food Harris, the film stars Kendall Jenner, Alex Consani, Julianne Nicholson, Geezer Lawless, Alia Shawkat, Ronnie Chen. Consani, who played La Bomba, described her character with the words: “I’m young, hot and rich.” This phrase became one of the most quoted after the premiere.
Alex Consani at the film The Tiger
The costumes for The Tiger were created by Demna in collaboration with designer Arianne Phillips. Kozhen character has rejected the power archetype – from Primadonna and Contessa to L'Influencer and Bastardo. “Costumes always shape character. Here the stench became the key to Demney’s manifesto about the Gucci family,” Phillips explained.
Kendall Jenner at the movie The Tiger
For Spike Jonze, it was important that The Tiger looked like a real film with artistic intent, and not a commercial. Galina Rein added theatrical evidence, and at the same time they created history, where satire and psychological drama were combined into a single visual language.
Premiere of the film The Tiger in Milan
The premiere of The Tiger at Gucci took place on Tuesday at Milan, in the historic former stock exchange Palazzo Mezzanotte. The event attracted hundreds of spectators, among whom were Demi Moore wearing an important golden cloth embroidered with crystals, Gwyneth Paltrow in a beige look with a Gucci monogram, Edward Norton, Elliot Page, Serena Williams, Anna Wintour and other celebrities.
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The hall was completely covered with dark brown oxamite, which created the atmosphere of a luxurious cinema hall. The show actually replaced the classic fashion show: models from the La Famiglia campaign sat next to Hollywood mirrors, blurring the line between the catwalk and the viewing area.
Lila Moss and Alex Consani at the premiere of the film The Tiger
Demna especially welcomed guests from Kering's management team – François-Henri Pinault, the new CEO of the group, Luca de Meo, and Gucci CEO, Francesca Bellettina. After the show, there was a party at Casa Cipriani with panoramic views of Milan.
Gwyneth Paltrow at the premiere of The Tiger
The film The Tiger is a cultural gesture that turns Gucci into the center of respect. The stitch marked the brand's renewed fascination after the period of “quiet luxury” by Sabato De Sarno. Demna does not welcome: this Gucci may be loud, ironic, kitsch-like, but always in dialogue with culture. The film, in the form of collectible accessories and cosmetics, is accessible to all viewers and allows the skin to become part of La Famiglia. Gucci itself is demonstrating a new strategy – to reach a wide audience through cinema and fashion at the same time.
