Gucci launches Primavera campaign featuring Kate Moss and Demna

Gucci has launched its ‘Primavera’ campaign, marking the first major creative demonstration under the direction of designer Demna. The campaign centers on themes of rebirth, love, and human connection, utilizing both a cinematic short film and a series of portraits.

The short film, directed by Johan Renck, features supermodel Kate Moss lip-syncing to Chris Isaak’s ‘Wicked Game’. The narrative follows a group of strangers in a setting that evolves from isolation to an intimate dance floor atmosphere. Part of the production was filmed in Zagreb, featuring Croatian actor Goran Bogdan.

Complementing the film, photographer Michal Chelbin captured portraits of ten diverse personalities, drawing inspiration from Renaissance painting. The cast includes a wide array of cultural figures such as Tom Brady, Shawn Mendes, Xiao Zhan, Jin, and Ningning. The collection introduces new silhouettes and textures, reinterpreting Gucci’s historical heritage through a contemporary lens.