Spike Jonze and Halina Reijn Direct Gucci Short Film Starring Demi Moore, Edward Norton

Premiering on the first day of Milan Fashion Week, Gucci has launched a new short film, ‘The Tiger’, written and directed by MJZ’s Spike Jonze and Halina Reijn.

The 30-minute short film brings characters from Gucci creative director Demna’s debut collection, ‘La Famiglia’, to life. Playing the roles, and wearing the looks, is a star-studded class including: Demi Moore, Edward Norton, Ed Harris, Elliot Page, Keke Palmer, Alia Shawkat, Julianne Nicholson, Heather Lawless, Ronny Chieng, Kendall Jenner and Alex Consani.

The film’s story follows Demi Moore’s character, Barbara Gucci, head of Gucci International and chairman of California, as she gathers her children to celebrate her birthday and preview a new collection at the family home. A special guest, a fictional Vanity Fair editor played by Ed Harris, is also in attendance for added mystery.

The precarious house of cards begins to teeter as Barbara’s many roles and responsibilities – mother, boss, host – start to unwind under the pressure, and the watchful gaze of the editor, Harlan Whitman.

The luxurious visuals – in both the clothing and the interiors – are bathed in warm, golden light by director of photography Jasper Wolf, and take a psychedelic turn when the champagne gets spiked at dinner.

The film is a fractious-yet-beautiful descent into chaos for the family, scattered with moments equally vulnerable as they are bizarre. And for Gucci, it marks an intriguing new start for the debuting creative director Demna, who decided to release this short film with screening events in Milan and New York instead of launching a runway show.

Both that decision and the film will certainly leave fashionistas and marketers alike guessing – and with one question specifically on their minds: “What do you do if you’re in a room with a tiger?”