Gucci unveils Primavera, a star-studded campaign transforming Demna’s first runway collection into a celebration of sensuality, individuality and personality.
Gucci opens a new chapter under the creative direction of Demna with Primavera, a campaign that takes his first runway collection for the historic Italian fashion house into a new visual universe starring some of the most recognisable figures from music, film, fashion and sport. Following its presentation in Milan last February, the collection now returns through imagery focused on personality, the body and sensuality.
Photographer Michal Chelbin is behind the campaign images, which are built around a series of individual portraits. In front of her lens are Gucci Global Brand Ambassadors Xiao Zhan, Jin and NINGNING, joined by an international cast featuring Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty and Tarzzan.
Rather than bringing all of its stars together in elaborate group compositions, Gucci Primavera opts for ten individual portraits. This decision allows each personality to establish their own relationship with the clothes while reinforcing one of the ideas that appears to define Demna’s new era at Gucci: fashion gains meaning through the person wearing it.
The campaign’s name is equally deliberate. Primavera references Sandro Botticelli’s celebrated Renaissance painting, a work Demna has cited among his inspirations. The connection creates an unexpected dialogue between classical Italian imagery and a collection conceived from an unmistakably contemporary perspective.
The campaign expands further through a film directed by Johan Renck, with Kate Moss taking the leading role. The model appears lip-syncing to “Wicked Game”, Chris Isaak’s 1989 song, as a series of encounters gradually transforms the setting around her.
Everything begins inside a waiting room filled with strangers dressed in Gucci. Slowly, glances begin to cross, distances disappear and the characters pair off before moving towards a dance floor. The song’s slow-burning intensity provides the ideal rhythm for creating an atmosphere shaped by attraction, desire and physical connection.
Moss acts as the thread connecting this small universe. Her presence also adds another dimension to the campaign: few models represent as clearly as Kate Moss the ability of fashion to turn attitude, imperfection and personality into elements every bit as significant as the clothes themselves.
Gucci Primavera therefore continues the ideas Demna introduced during his Fall Winter 2026 show in Milan, his first traditional runway presentation since joining the house. There, the designer placed the body at the centre of the conversation through close-fitting silhouettes, proportions created to emphasise the figure and a deliberately direct interpretation of sensuality.
That direction also carries a deeply personal element. Following the show, Demna spoke about his own relationship with his body and the process of learning to feel attractive after years of restricting that perception of himself. That experience ultimately found its way into a collection in which feeling sexy and comfortable in your own body becomes as important as any aesthetic reference.
With Jin, NINGNING, Shawn Mendes, Tom Brady, Xiao Zhan and Kate Moss among its protagonists, Primavera demonstrates the scale of Gucci’s ambitions for this new era. Rather than allowing celebrity to overshadow the clothes, the campaign uses each individual’s identity to explore how the same collection can communicate entirely different attitudes.
The result establishes a clear direction for Demna at Gucci: a vision where heritage and contemporary culture coexist, where Botticelli can meet pop music, sport and modern celebrity, and where sensuality is understood not simply as an aesthetic choice but as a form of confidence and self-expression.
