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The collection will land in 10 Gucci stores around the world on September 25 as Demna seeks to turn around the house’s steadily declining sales. But what he clearly understands about the moment is that making exciting new clothes is only half the battle. Fashion has run on mass attention ever since Demna broke into the Paris scene with guerilla Vetements presentations, and his first order of business is to wrestle Gucci back to the center of conversation.
There was plenty of energy in the air at the post-screening dinner at Casa Cipriani. Heat lightning arced through the hazy night sky, dancing off Moore’s dress as she chatted with Paltrow on a balcony that quickly filled up with celebs and towering bodyguards. At the bar, Elliot Page, who appears in “The Tiger” as nepo failson Braxton Gucci, ordered a drink with Alia Shawkat, who plays a paramour from a rival ruling family that has just bought the state of Florida (the 30-minute film is deeply twisted and mildly Succession-esque).
“Obviously, Demna’s vision and his mind is pretty extraordinary and unique,” said Page, who hit the red carpet in Demna’s Balenciaga on several occasions over the years. “We’ve both been friends with Spike for a really long time,” Page continued, “so the thought of getting to work with Spike, and also Halina of course, and then the cast that came together, how could you say anything but—”
“Hell yes!” Shawkat offered.
“It’s a foundation, you know?” Demna noted as dinner got underway. Nearby, models from “La Famiglia” milled about, the “Nerd” in his slim leather blazer and retro knit top smoking a cig with “Androgino,” who was wearing a skin-grazing sheer top. The designer added that Jonze and Reijn (of Babygirl fame) had total creative freedom over the film. The only mandate he gave them was a brief about a matriarch and her family and the lookbook. “I almost had to realize for myself the message of the film while making it, which was to give up control,” Demna said.
“The Tiger” is a high-budget fashion promo, sure, but it’s also the latest evolution of one of Demna’s soundest creative instincts, which is to expose the fashion establishment’s ridiculousness by holding up a funhouse mirror. (Like the time he made an entire Balenciaga Couture collection out of “streetwear” garments.) Demi Moore plays Barbara Gucci, a high-strung matriarch and designer who has invited a legendary Vanity Fair writer (a perfectly cast Ed Harris) to see her new collection (“La Famiglia”) and stay for a birthday banquet amidst a looming global catastrophe. Then real disaster strikes when a Gucci daughter (Keke Palmer) doses the libations with a trippy tincture.
On the balcony following the screening, guests wondered aloud what would happen to this party if someone dosed the champagne coupes. (Sequel alert!) Fai Khadra raised his glass to Alex Consani, who played the fur coat-swaddled “La Bomba” in the lookbook and the film, in which she swaggily delivered one of the best lines: “I’m the young, hot, rich bitch.”
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