US EditionDemi Moore, Gwyneth Paltrow Attend Gucci Film Premiere
Gucci’s innovative film combines a look book, live models, and a star-studded cast to present Demna’s debut collection in a 30-minute artistic short directed by Spike Jonze.
- On Wednesday, Gucci premiered The Tiger, a short film co-directed by Spike Jonze and Halina Reijn, with select screenings at Cinema Village, New York, and Palazzo Mezzanotte, Milan.
- Demna, Gucci's artistic director, commissioned a film focused on a matriarch and her family to stage La Famiglia, following a closely scrutinized lookbook drop and handing the concept to Jonze and Reijn.
- During a fast-paced shoot, Jonze/Reijn edited the 30-minute film in three weeks while cast rehearsed in a six-week, eight-hours-a-day practice, with costumes central to character creation.
- Gucci staged a glitzy Milan fashion-week event supporting Demna's debut with directors and A-list cast, while the guest list included Kim Seok-jin and positioned the film as a tone-setting moment.
- Visually, filmed in a Pasadena, California home, The Tiger uses lamps, chandeliers, and architectural design elements to transform spaces and showcase Gucci’s evolving visual direction.
24 Articles
24 Articles
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Gucci’s Demna Era Comes to Life With a Surreal, Star-Studded Film
Demi Moore. Photo by Saira MacLeod/WWD via Getty ImagesDemna has always been one for doing things differently. The former Balenciaga creative director turned newly appointed Gucci artistic director has taken the industry on a fast-paced, wild ride via fashion shows inside mud pits, gimp masks worn by models at the New York Stock Exchange and the transformation of everyday objects into high luxury—potato chip packaging and Ikea bags included. So …
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