Gucci unveils the Primavera Campaign

Starring Kate Moss, the short film follows a room of strangers falling in love on the dance floor. Opening on a gloomy, 1970s aesthetic, Moss is set up as the muser, lipsyncing to Chris Isaak’s baritone rendition of “Wicked Game”. Dressed in an iridescent black backless gown, her character serves as a glamorous Cupid, inspiring the strangers to approach one another and experience love. Featuring heavy velvets, dark greens and glittering jewels, the short film evokes the luxurious heritage of Gucci. 

Promoting fashion as art, director Johan Renck aims to create a sensual and intimate experience, to which the viewer is placed as a voyeur. 

Captured by Michal Chelbin, the campaign portraits make reference to the Renaissance, featuring ten talents across music, fashion, film, and sport. Global Brand Ambassadors Xiao Zhan, Jin, and NINGNING make appearances, as well as Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty, and Tarzzan. These talents present Demna’s vision for the fashion house as modern and forward-thinking. 

The Primavera Campaign showcases items from Demna’s debut Gucci show at Milan Fashion Week 2026. Alex Consani, model of the year 2024, wears a glittering purple asymmetric gown, placed on a luxurious patterned sofa, while EsDeeKid is resplendent in Gucci streetwear. Jin is photographed in a more restrained monochrome leather and denim look, and Rico Nasty is shown in an elegant cream fur coat and leather gloves against a more muted blue backdrop. Tom Brady and Shawn Mendes are also pictured in black leather, highlighting Demna’s emphasis on clean and sharp lines.  

The collection is available to purchase at gucci.com, marking the start of a new direction for the historic house.