Jin of BTS stars in new Gucci Primavera campaign

Gucci has released its ‘Primavera’ visual campaign featuring global ambassador Jin of BTS. The campaign, captured by photographer Michal Chelbin, utilizes a ‘contemporary Renaissance’ aesthetic, blending classical composition and lighting with modern portraiture.

In addition to Jin, the campaign features a diverse lineup of high-profile figures, including aespa’s Ningning, actor Xiao Zhan, actress Lee Young-ae, football legend Tom Brady, and singer Shawn Mendes. The campaign’s video component was directed by Johan Renck and features supermodel Kate Moss.

The collection presented in the campaign reflects the creative direction of Demna, focusing on sophisticated silhouettes and diverse textures to convey a sense of effortless luxury.