Fashion

Spring Awakening

The new Gucci Primavera campaign turns love into a visual language, bringing together Kate Moss, contemporary icons and Demna’s evolving vision for the House.

A room. A song. A glance that changes everything. For Gucci Primavera, Johan Renck turns the first rush of desire into cinema, as strangers drift towards one another beneath the spell of Chris Isaak’s “Wicked Game”, capturing the restless possibility of falling in love.

Kate Moss stands at the centre of the film, lip-syncing to Chris Isaak’s haunting “Wicked Game”, while around her an anonymous gathering slowly comes to life. A glance across the room becomes an invitation; strangers begin to pair off, and the atmosphere shifts with the anticipation of something new. Shot as a choreography of human connection, the film captures that particular moment when a familiar room suddenly feels different.

Photographed by Michal Chelbin, the accompanying portraits take another route into the same emotional territory. Their compositions recall the grandeur of Renaissance painting, with carefully arranged poses and intimate exchanges creating contemporary tableaux. The ten talents featured, spanning fashion, music, film and sport, include Gucci Global Brand Ambassadors Xiao Zhan, Jin and NINGNING, alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty and Tarzzan.

The campaign also introduces the collection first presented during Demna’s Gucci debut. His approach establishes a new vocabulary for the House through lighter silhouettes, contrasting textures and multiple interpretations of dressing. Familiar Gucci references remain present, but they are placed within a wardrobe that feels more fluid, personal and contemporary.

1 / 7

Courtesy of GUCCI

2 / 7

Courtesy of GUCCI

3 / 7

Courtesy of GUCCI

4 / 7

Courtesy of GUCCI

5 / 7

Courtesy of GUCCI

6 / 7

Courtesy of GUCCI

7 / 7

Courtesy of GUCCI

❮ ❯

For Demna, Gucci’s history becomes material rather than a rulebook. Florence, craftsmanship and the House’s established visual language provide the foundation, while the collection looks towards the present through attitude, movement and the individuality of its characters. That tension gives Primavera its particular mood. The campaign does not present spring through flowers or landscapes, but through people and the subtle electricity between them. Kate Moss, the strangers on the dance floor and Chelbin’s carefully composed portraits all suggest the same idea: transformation begins with a feeling.

In this Gucci story, love becomes a form of movement. A room changes, identities shift, and suddenly the possibilities seem wider. It is an appropriately romantic beginning for Demna’s first chapter at the House.

Video & Photos: Courtesy of GUCCI