Kate Moss, a darkened room and the opening notes of Chris Isaak’s Wicked Game. Gucci’s Primavera campaign begins with a combination that needs little embellishment.
Directed by Johan Renck, the short film places Moss at the centre of a room slowly coming to life. As she lip-syncs to Isaak’s unmistakable baritone, strangers begin to find one another across the dance floor. Encounters become pairings, and the atmosphere shifts from stillness to something charged with possibility. Gucci frames it as a meditation on new love and renewal, but the result feels more seductive than sentimental.
The accompanying portraits, photographed by Michal Chelbin, take a different approach. Inspired by Renaissance portraiture, they borrow the composed poses and visual grandeur of classical painting while assembling a thoroughly contemporary cast. Global Brand Ambassadors Xiao Zhan, Jin and NINGNING appear alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty and Tarzzan, bringing together figures from fashion, music, film and sport.
What makes Primavera particularly significant, however, is the fashion itself. The campaign marks the arrival of the collection presented at Demna’s debut Gucci show, offering a closer look at the creative language beginning to take shape under his direction. Silhouettes feel lighter and easier, textures introduce movement, and different modes of dressing sit comfortably beside one another. Gucci’s heritage remains legible, but it is being viewed through a markedly new lens.
Primavera translates, fittingly, to spring. Here, the idea is less about seasonality than transition. With a new creative chapter underway at Gucci, the campaign captures that sense of anticipation rather neatly: familiar codes, unexpected faces and the feeling that something is beginning.
