The Tiger, a new era of fashion marketing.

Gucci is having a moment. With Demna Gvasalia's appointment as creative director making headlines across the industry, the Georgian designer- known for his decade-long tenure at Balenciaga and co-founding Vetements- is already reshaping what we expect from the iconic Italian house.

His first major statement? The Tiger, a 30-minute short film that premiered on opening day of Milan Fashion Week, following his SS26 collection debut, La Famiglia.

Hollywood Comes to Fashion

Walking through New York, you couldn't miss it. Bus stops, taxi tops, building wraps—all featuring cinematic posters that looked straight out of a Marvel movie campaign. In an era of shrinking attention spans and TikTok-length content, releasing a half-hour film is a bold, almost rebellious move.

The casting tells its own story. Alex Consani fits seamlessly into Demna's vision, but Kendall Jenner? She feels deliberately out of place. Perhaps that's the point- a meta-commentary on how celebrity gets shoehorned into high fashion. People will inevitably describe it as "that Gucci movie with Kendall Jenner," and maybe that's exactly what Demna wanted.

What Would You Do in a Room with a Tiger?

Director Halina Reijn's synopsis, given to Vanity Fair, perfectly captures the film's essence: "What would you do if you were in a room with a tiger?" The question creates immediate tension- you can't look away because something might happen. The "tiger" remains undefined, but its presence is undeniable throughout.

This isn't just a new era for Gucci; it's a blueprint for the entire industry. Demna has set a new standard for fashion marketing, one that borrows from Hollywood's playbook while maintaining haute couture's mystique.