Gucci's Primavera Campaign Features an A-List Cast of Stars

Gucci’s latest campaign brings together familiar faces from music, film, fashion, and sports to introduce its Fall/Winter 2026 collection, Primavera.

Directed by Johan Renck, the campaign’s accompanying short film centers on the transformative power of love.

In it, Kate Moss lip-syncs to Chris Isaak’s baritone rendition of “Wicked Game” as a room full of strangers gradually awakens, pairs off, and falls in love on the dance floor. The film captures the emotional intensity of human connection and the possibilities of new love.

For the campaign imagery, photographer Michal Chelbin takes a more intimate approach. The portraits draw heavily from the grandeur of classical Renaissance paintings, bringing together 10 personalities who represent different facets of Demna’s evolving vision for the House.

The lineup includes Global Brand Ambassadors Xiao Zhan, Jin of BTS, and aespa’s Ningning, alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty, and Tarzzan.

Primavera—which is Italian for “spring”—is Gucci’s Fall/Winter 2026 collection and Demna’s first runway presentation for the House. It debuted during Milan Fashion Week in February 2026, with the designer drawing inspiration from the nightlife of the late 1990s.

Across 83 looks, the collection introduces a new vocabulary of silhouettes and textures, with Demna offering his vision of modern-day luxury. It strikes a balance between sensuality and tailoring, drawing heavily from Gucci’s Tom Ford era and its signature “power-vixen” aesthetic.

Locally, pieces from the Gucci Primavera collection are now stocked and available for viewing at the Greenbelt 4 boutique in Makati City.