Gucci The Tiger: A Luxury Nightmare Dinner

Gucci’s latest concept short film The Tiger, starring Demi Moore, opens with what looks like a glamorous family gathering — but quickly slips into something more unsettling, almost like a nightmare. Glasses clink, polite small talk fills the air, and Barbara keeps asking the same question: “What do you think of me?” It feels less like a dinner conversation and more like the brand itself pleading with the public: “Do you still care about me?”

The purpose of the dinner is clear: to charm a writer into publishing flattering words. Yet that hunger for validation exposes a deeper wound. Luxury survives by being seen — by commanding attention. When the audience’s gaze shifts elsewhere, even a house as historic as Gucci begins to lose its footing. Barbara’s obsession embodies this hypersensitivity to outside perception.

Then come the mean cousin twins, and everything unravels. The insult drives the writer away, leaving the family in shambles. The Tiger — as its title suggests — is more than just an animal. It stands for technology, AI, new labels, new business models, and the relentless cycles of rise and fall. Against such waves, the old guard seems fragile, almost ant-like, tossed around and diminished. The cousin becomes a metaphor for the new era: niche brands, internet culture, and technological disruption — forces that keep stripping away the aura of heritage luxury. The once-stable “family myth” cracks open in an instant. Barbara’s scream echoes through the empty dining room: the perfect illusion of luxury is shattered. Luxury has always been about dreams, but when the dream collapses, it reveals something raw — its need for recognition, its human fragility. As if whispering: Even Gucci can bleed.

The film ends with a bitter aftertaste. The dinner lies in ruins, the future uncertain. And yet, within the collapse, a glimmer of hope remains. It admits the fall, but also gestures toward another climb. In the end, the film circles back to that haunting question: “What do you think of me?”