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Gucci enters a new season with a campaign that transforms fashion into a story of love, attraction and new beginnings.
Primavera, one of the first major demonstrations of the House’s new creative vision under Demna, brings together an impressive cast of familiar faces – from Kate Moss and Tom Brady to Shawn Mendes and stars from the K-pop scene.
The new Gucci Primavera campaign does not begin with a bag, a dress or a pair of shoes, but with an emotion. At its heart is the idea of rebirth through love – that moment when an encounter with another person can completely transform the atmosphere, our mood and even the way we perceive ourselves.
That is precisely why spring is more than just a season here. It becomes a metaphor for a new beginning, something particularly significant at a time when Demna is shaping a new creative identity for Gucci.
Kate Moss and “Wicked Game” Set the Story in Motion
The campaign film was directed by Johan Renck and centers on Kate Moss, who becomes part of an unusual scene filled with strangers to the sound of Chris Isaak’s iconic hit “Wicked Game.”
At first, everyone remains separate, almost enclosed within their own worlds. As the music begins to take over the space, however, people start approaching one another, dancing, forming couples and falling in love.
The dance floor becomes a place of transformation – boundaries between strangers disappear, while fashion merges with movement, intimacy and desire.
Rather than creating a conventional fashion advertisement in which clothing takes center stage, Gucci builds a small cinematic world where the collection becomes part of a much broader story about human relationships.
Tom Brady, Shawn Mendes, Jin and NINGNING Step in Front of the Camera
While Renck gives the campaign its cinematic dimension, photographer Michal Chelbin turns to art history for inspiration.
The portraits draw on Renaissance painting, its compositions, poses and monumentality, but instead of historical figures, the camera captures some of the most recognizable names in contemporary pop culture, fashion and sport.
The campaign brings together ten personalities: Xiao Zhan, Jin, NINGNING, Tom Brady, Alex Consani, EsDeeKid, Lee Jung-jae, Shawn Mendes, Rico Nasty and Tarzzan.
The choice of such different protagonists is no coincidence. Gucci wants to present a House whose identity no longer needs to be associated with a single personality type, generation or cultural scene.
The classical aesthetics of Renaissance portraiture meet K-pop, American sports, music and contemporary fashion, creating an intriguing contrast between history and the present.
What Does Gucci Look Like in the Demna Era?
Primavera is particularly important because it offers another glimpse at the collection presented during Demna’s debut runway show for Gucci.
The new aesthetic emphasizes lightness, textures and different approaches to dressing, without suggesting that there is only one “correct” Gucci silhouette.
That, however, does not mean abandoning the House’s history.
Quite the opposite. Recognizable Gucci codes remain part of the collection, but they appear through different proportions, materials and styling. Demna does not treat them as untouchable museum pieces, but as elements that can be recombined and adapted to the contemporary wardrobe.
A good example is the Horsebit Duomo Medium Top Handle bag, which translates one of the House’s most recognizable symbols into a structured contemporary silhouette. It is priced at $3,950.
Among the featured pieces is also a soft nappa leather turtleneck priced at $3,800, as well as the elegant Donna pumps, which retail for $1,220.
Gucci Between the Renaissance and a New Era
Perhaps it is precisely the combination of Renaissance aesthetics and an entirely contemporary cast that provides the clearest indication of what Demna intends to do with Gucci’s heritage.
The archive remains important, but it is no longer the final destination. Instead, it becomes the starting point.
Primavera therefore also works as a kind of preview of the House’s future. There are enough historical references for it to be immediately recognizable as Gucci, yet enough new elements to make the shift in creative direction unmistakable.
And love, dancing and springtime rebirth give that transformation an unexpectedly romantic backdrop.
After years of major changes at the creative helm, Gucci Primavera may offer the clearest indication yet that Demna is not simply trying to design a new wardrobe – he is creating a new language through which one of Italy’s greatest fashion houses will speak in the years ahead.
