The campaign brings together a prestigious cast of stars including Tom Brady, Alex Consani, Kate Moss and many big names, honoring the debut collection that Demna took on as Gucci’s Creative Director.
Campaign Gucci Primavera xoay quanh cảm hứng "đắm chìm trong tình yêu". Bộ sưu tập Thu/Đông 2026 đánh dấu màn chào sân của Demna trong vai trò Giám đốc Sáng tạo của Gucci từng lần đầu ra mắt vào tháng 2 tại Tuần lễ Thời trang Milan, truyền tải một tầm nhìn về sự nhẹ nhàng và thư thái.
Now, through the lens of photographer Michal Chelbin, the promotional campaign has breathed new life into the collection in a completely different way with the participation of a large cast of characters.
Gucci’s global brand ambassadors include Tieu Chien (Xiao Zhan), Jin (BTS) and NingNing (aespa) accompanying football legend Tom Brady, singer Shawn Mendes, supermodel Alex Consani, British rapper EsDeeKid, female celebrities Lee Young Ae, Rico Nasty and Tarzzan.
Reminiscent of modern Renaissance painting, the photos attract the eye by applying the standards of classical painting, from composition to magnificence.
Alex Consani lounges on a sofa covered with luxurious embroidered fabric, his feet resting on a vintage-style carpet. Tom Brady looks straight into the lens, with contrasting wallpaper and thick damask brocade curtains.
Inspired by Sandro Botticelli’s rich and romantic masterpieces at the Uffizi Museum in Florence – including the Primavera and The Birth of Venus – Demna’s collection is named Primavera, meaning Spring.
Gucci’s collection honors the season of rebirth, exploring a new language of form and material to evoke the magical transforming power of love.
Along with the image campaign, Gucci will also release a short film directed by Johan Renck. Footage captured the moment supermodel Kate Moss lip-synced to Chris Isaak’s warm melody in the love song "Wicked Game", amidst a room full of strangers gradually waking up, pairing up and falling in love on the dance floor.
Energized by the intensity of emotional connection between people, Gucci Primavera celebrates the thrill of endless possibilities that is the essence of budding love.
This campaign clearly portrays Gucci’s contemporary creative identity, but at the same time still respects and preserves the legendary heritage of the famous fashion house.
Lesson: Navigator Media
