THE ITALIAN House unveils the Gucci Primavera campaign, celebrating the sense of rebirth that comes through the transformative power of love. Directed by Johan Renck, the short film sees Kate Moss lip-syncing to Chris Isaak’s baritone rendition of Wicked Game as a room of strangers awakens, pairs off, and falls in love on the dance floor, evoking the emotional intensity of human connection and the sense of possibility that define new love.
Alex Consani and EsDeeKid for Gucci Primavera FW26 Campaign
Photographed by Michal Chelbin, the campaign comprises intimate portraits conceived in the spirit of modern Renaissance imagery. Echoing the compositions, poses, and grandiosity of classical painting, the images bring together 10 talents spanning music, film, fashion, and sport, including Global Brand Ambassadors Xiao Zhan, Jin and NINGNING, as well as Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty, and Tarzzan, forming a cross-section of individuals who embody the diverse facets of Gucci’s evolving spirit and Demna’s vision for the House.
Jin, Tom Brady and NINGNING for Gucci Primavera FW26 Campaign
The campaign showcases the collection presented during Demna’s debut fashion show for Gucci. A new vocabulary of silhouettes and textures that expresses a vision of lightness and ease through multiple modes of dressing; a contemporary expression of Gucci’s identity intertwined with the House’s heritage.
by Chidozie Obasi