Gucci Primavera

Rebirth through the transformative power of love

Gucci unveils its Primavera campaign, a meditation on rebirth and renewal. Directed by Johan Renck, the short film stars Kate Moss, whose presence anchors the narrative in both heritage and transformation.

Photographed by Michal Chelbin, the campaign gathers ten talents across music, film, fashion, and sport. Each portrait is intimate, Renaissance‑inspired, and stripped back to essentials — light, shadow, and the human form.

A New Vocabulary

The Primavera collection showcases pieces from Demna’s debut Gucci show, introducing a new vocabulary of lightness and ease. Clean silhouettes intertwine contemporary expression with the House’s heritage, collapsing past and present into a single gesture.

The Spirit of Rebirth

Primavera is not just a campaign; it is a manifesto. Love becomes the transformative power that threads through every frame — a reminder that rebirth is both personal and collective.

Models : Alex Consani

Esdeekid

Jin

Lee Young

Ning Ning

Rico Nasty

Shawn Mendes

Tarzzan

Tom Brady

Xiao Zhang