The House Unveils the Gucci Primavera Campaign

Gucci has launched the Primavera campaign, focusing on new beginnings inspired by love’s power to change us. Directed by Johan Renck, the short film features Kate Moss lip-syncing to American musician Chris Isaak’s baritone rendition of ‘Wicked Game’, as romantic strangers meet and fall in love on the dance floor. It captures the passion and intensity of the bold, lively possibilities of new love.

 

Photographed by Michal Chelbin, the campaign shows close-up portraits inspired by modern Renaissance imagery. Echoing the stature of classical paintings, the images feature ten icons from music, film, fashion, and sports. These include Global Brand Ambassadors Xiao Zhan, Jin, and NINGNING, along with Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty, and Tarzzan. Together, they show the many sides of Gucci’s truly evolving spirit and Demna’s vision for the House.