Gucci presents its Primavera campaign, bringing Demna’s debut runway collection into a new visual chapter following its February presentation in Milan. The campaign gathers figures from music, fashion, film and sport, continuing the designer’s focus on personality, sensuality and the body.
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Photographed by Michal Chelbin, the campaign features Gucci Global Brand Ambassadors Xiao Zhan, Jin and NINGNING, alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty and Tarzzan. Chelbin photographs each subject individually, creating ten solo portraits that place the clothes and personalities in direct focus.
The title Primavera refers to Sandro Botticelli’s Renaissance painting of the same name, which Demna has cited as an inspiration. Classical references carry into the portraits, connecting the campaign to ideas introduced through the collection and its presentation in Milan.
A short film directed by Johan Renck expands the campaign through a more narrative format. Kate Moss takes the central role, lip-syncing to Chris Isaak’s 1989 song “Wicked Game.” The film begins inside a waiting room populated by strangers dressed in Gucci before the scene develops into a sequence of encounters and physical connections.
As the music plays, individuals pair off, exchange looks and move toward the dance floor. Renck uses the song’s slow intensity to frame moments of attraction and intimacy, with Moss guiding the film through her performance. The sequence places the collection within an atmosphere shaped by desire and human connection.
The campaign follows Demna’s Fall Winter 2026 runway show in Milan, where he presented his first runway collection for Gucci. The designer approached the season through body-conscious silhouettes and a direct focus on sexiness, developing a collection that placed physical confidence at the center of the clothes.
Backstage, Demna described the collection in personal terms. He discussed his own relationship with feeling attractive and comfortable in his body after years of holding himself back. That perspective informed the season’s close-fitting shapes and sensual approach, giving the collection an emotional dimension tied to confidence and self-perception.
