Overview
- Gucci released the Primavera campaign on Tuesday, August 25, 2026, publishing Michal Chelbin’s photographs and a Johan Renck‑directed short film while the collection became available to buy on gucci.com.
- Demna framed the launch as a music‑video‑style project meant to evoke an 'emotional awakening' and the choice to 'feel love again,' positioning Gucci as a brand that champions beauty and risk.
- The campaign’s cast spans music, sport, film and fashion and names high‑profile figures including Kate Moss in the film plus ambassadors Xiao Zhan, Jin, NINGNING, Tom Brady, Shawn Mendes, Alex Consani, EsDeeKid, Lee Young‑ae, Rico Nasty, and Tarzzan.
- Chelbin’s stills place contemporary Gucci pieces in intimate, Botticelli‑referencing interiors — floral wallpaper, embroidered throws and vintage rugs — creating a deliberate tension between Renaissance motifs and modern silhouettes.
- By pairing a cinematic short, a ten‑person global cast and immediate online availability, the campaign signals Demna’s early strategy for Gucci: fuse art‑historical reference with mass cultural appeal to drive visibility and commercial momentum.