Gucci has unveiled Primavera, the first advertising campaign conceived by artistic director Demna since taking over the Italian house, and its defining choice is scale: rather than centering one face, the campaign spreads its cultural weight across ten individuals photographed by Michal Chelbin.
The roster spans music, sport, film and fashion. It includes Gucci global brand ambassadors Xiao Zhan and Jin, K-pop performer Ningning, football player Tom Brady, model Alex Consani, rapper EsDeeKid, South Korean actress Lee Young Ae, musician Shawn Mendes, rapper Rico Nasty, and performer Tarzzan, according to WWD. Chelbin shoots each subject in an individual portrait rather than a group tableau, a structure that keeps attention on the clothing and character of each sitter rather than on a single unifying image. In the published photographs, Alex Consani is seated against an embroidered floral throw laid over a vintage-style rug, while Tom Brady is framed by floral wallpaper and heavy damask curtains, staging choices that root the shoot's Old World atmosphere in specific, styled interiors.
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The breadth of the cast is itself a statement. Pulling together a K-pop performer, an NFL quarterback, an American rapper and a veteran South Korean actress under one campaign signals an intentionally wide address for the house, reaching audiences and fan bases that rarely overlap in a single luxury advertising rollout. It is a marked departure from campaigns fronted by one or two names, and it mirrors the diverse guest list and casting Demna assembled for his February runway debut.
The campaign's title, Primavera, carries over from that runway collection and refers to Sandro Botticelli's Renaissance painting of the same name at the Uffizi Gallery in Florence, which Demna has said left him emotional and directly shaped the collection. That Renaissance reference runs through the campaign's portrait compositions and rich textiles as much as through the ten names themselves.
Alongside the ten portraits, Gucci has released a short film directed by Johan Renck, in which Kate Moss lip-syncs to Chris Isaak's baritone rendition of his 1989 track "Wicked Game." The film follows a group of strangers in a waiting room who gradually pair off, exchange glances and find each other on a dance floor, all dressed in pieces from Demna's debut collection. Speaking to WWD, Demna said he wanted the campaign conceived like a music video, built around emotional awakening and the choice to feel love again, with Gucci positioned as a force reminding people that beauty is worth the risk. Gucci has not announced a public release date or platform for the film, and this article will be updated if one is confirmed.
Moss's presence in the film connects the campaign back to the runway: she closed Demna's debut show in February in a sequined column gown with a built-in logo thong, a moment that set the tone for the body-conscious direction of his Gucci. With Primavera, that runway statement now has a second life across ten individual portraits and one cinematic centerpiece, giving Demna a fuller, more controlled picture of how he wants the house to look and feel beyond a single show.
Details of the film's release, along with any accompanying event or retail rollout tied to the Primavera collection, have not been confirmed by Gucci beyond the campaign's unveiling.
