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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