Family Trauma, Fashion Drama: Reviewing Gucci’s "The Tiger"
I watched (and analyzed) the fashion house’s bizarre new short film - and it was fabulous.
I just watched Gucci’s new short film, The Tiger—and girl, was it a trip. Directed by Spike Jonze and Halina Reijn, the film doubles as a showcase for Gucci’s latest collection La Famiglia, under new creative direction by Demna. But instead of a runway, we got family drama, satire, and a tiger metaphor that lingers long after the credits.
The Storyline
The film centers on Barbara Gucci, the fictional Head of Gucci International and Chairman of California, played by Demi Moore. Barbara gathers her children and a Vanity Fair journalist at her home for a birthday dinner that quickly unravels. What begins as a glamorous celebration spirals into a portrait of insecurity, ego, and family dysfunction.
Humor and Satire
A lot of the film’s humor comes from playing with the absurdities of our world today - technology, AI, and social pressure. There’s an AI character dubbed “the eighth richest AI in the world,” demanding more money to feed its ego. Braxton (Elliot Page) jokes about a family running “the **** cola **** Al microchip corporation.” And Monica (Keke Palmer), after spiking everyone’s champagne with some mysterious serum, casually asks if it’s “*** approved,” with the bleep clearly nodding to the FDA. It was funny, but at times it felt a little too gimmicky for such a high-fashion concept—but maybe that’s the point of it all? Maybe The Tiger is supposed to be humanizing high fashion…while humanizing AI at the same time!
Soundtrack as a Character
The soundtrack is a character of its own. Doechii’s “Nosebleeds” sets the opening scene on fire, perfectly chaotic as Moore commands the screen. Later, Little Simz’s “Mood Swings” amplifies the tension of champagne spiked with “collagen-based vitamin tinctures.” Cristobal Tapia de Veer’s eerie score ties it all together, adding that unsettling, White Lotus energy that he’s so good at.
Fashion in Focus
Through all the chaos, the collection itself shone. There were even moments where the humor doubled as product placement. Demi Moore, totally tweaking out, slips into a new dress and says, “It has pockets, too!” Loved that.
The “Tiger”
As the film comes to a close, Barbara’s son asks a pivotal question: “What would you do if you were in a room with a tiger?” She’s told not to fight the tiger. Not to negotiate with it. She’s encouraged to “forgive it…love the tiger.” And in the end? She does. In the end, surrounded by her family, she chooses acceptance - of the mess, the pressure, the imperfection.
And that message couldn’t be any more relevant to Gucci’s place in the industry. As the brand’s new creative director, Demna is granted the task of upholding the fashion house’s legacy. Like Barbara’s position taking over her father’s role in the fictional film, the pressure on Demna is immense. But despite what critics may think, maybe it’s time for Gucci and Demna to follow the lead of Barbara, and “let the tiger eat them.” Accept imperfection, embrace change, and usher in a brand-new era of Gucci.