Kate Moss, Xiao Zhan, NINGNING, Tom Brady and Alex Consani star in Gucci’s romantic new campaign, marking another chapter in Demna’s vision for the House.
This time Primavera centres on one of the oldest forms of transformation, falling in love. Directed by Johan Renck, the campaign’s accompanying short film begins with Kate Moss lip-syncing to Chris Isaak’s iconic song “Wicked Game” as a room full of strangers gradually awaken. As the music takes over, the characters find one another, pair off and ultimately fall in love on the dance floor, capturing the intensity, vulnerability and possibility of a new connection.
The accompanying imagery, shot by Michal Chelbin, takes a decidedly more classical approach. Ten talents from music, film, fashion and sport are portrayed in intimate compositions inspired by the grandeur of Renaissance painting, complete with dramatic poses and carefully constructed groupings.
Among the cast 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 diverse cast reflects the many personalities and perspectives at the centre of Gucci’s evolving identity.
The campaign also marks an important moment for Demna, with the collection from his controversial Gucci runway debut featured in the imagery, introducing a new vocabulary of silhouettes, textures and proportions, exploring a sense of lightness and ease while continuing to weave the House’s heritage into a more contemporary wardrobe.
That tension between past and present is central to Primavera. Renaissance-inspired portraiture meets a modern cast; classic romance meets an instantly recognizable pop soundtrack; and Gucci’s historic codes are reinterpreted through Demna’s new perspective.