Love, in all its transformative power, takes centre stage in Gucci’s Primavera campaign, a celebration of rebirth, possibility, and human connection.
Directed by Johan Renck, the campaign’s short film unfolds in a room filled with strangers. As Kate Moss lip-syncs to Chris Isaak’s baritone rendition of “Wicked Game”, the atmosphere shifts: strangers awaken to one another, pair off, and surrender to the possibility of falling in love on the dance floor.
The resulting film evokes the emotional intensity of new love while capturing the sense of freedom and possibility that comes with seeing the world – and another person – in a new light.
The campaign’s visual story continues through a series of intimate portraits photographed by Michal Chelbin. Conceived in the spirit of modern Renaissance imagery, the photographs draw on the compositions, poses, and grandeur of classical painting, bringing together 10 talents from across music, film, fashion, and sport.
Among them are Gucci Global Brand Ambassadors Xiao Zhan, Jin, and Ningning, alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty, and Tarzzan. Together, the cast reflects the varied personalities and creative worlds that form part of Gucci’s evolving identity under Demna.
The campaign also introduces the collection presented at Demna’s debut fashion show for Gucci. Exploring lightness and ease through a range of new silhouettes and textures, the collection offers a contemporary approach to dressing while remaining connected to the House’s heritage.
With its combination of cinematic storytelling, classical references, and a deliberately eclectic cast, Primavera presents a vision of Gucci that feels both rooted in its history and open to what comes next.
