Gucci is putting faces to the beginning of its next era.
The House has unveiled Primavera, a new campaign centered around the collection from Demna’s first fashion show for Gucci. Gucci describes the collection as introducing new approaches to silhouette, texture, and material under the designer’s direction.
At the center of the campaign is a short film directed by Johan Renck starring Kate Moss. In the film, Moss lip-syncs to Chris Isaak’s Wicked Game while strangers come together on a dance floor, turning the campaign into something closer to a cinematic portrait of attraction and rebirth than a traditional fashion advertisement.
Photographer Michal Chelbin shot the accompanying portraits, which draw inspiration from classical painting and Renaissance imagery while presenting the personalities Gucci sees as part of its new cultural identity.
The cast stretches far beyond traditional fashion.
Jin, Shawn Mendes, NINGNING, Tom Brady, Alex Consani, Xiao Zhan, Lee Young Ae, Tarzzan, Rico Nasty, and EsDeeKid are among the people featured across the campaign.
That mix is what makes Primavera interesting.
Gucci isn’t only showing clothing—it is assembling a cultural universe around Demna’s version of the House, pulling figures from fashion, music, sports, entertainment, and internet culture into the same frame.
The clothes introduce the new vocabulary.
The cast tells us who Gucci believes speaks it.