Gucci built its first full campaign around Demna's debut collection. It opens with a slow song, a crowded room, and Kate Moss waiting for it to start.
The campaign is called Primavera. Demna took the name from Botticelli's painting in the Uffizi in Florence, the spring allegory that has fed Gucci's flower motifs for decades. It carries his first runway collection for the house, shown in Milan in February. This is the first time that collection has been set to a story.
The film runs on one idea. A room of strangers wakes up. They notice each other, pair off, and fall in love on a dance floor. Johan Renck directed it. Moss stands at the centre, lip-syncing Chris Isaak's “Wicked Game” in his low register, and the production house Reset built the piece around her.
The room
Renck lets the sequence build slowly. A glance becomes recognition. Recognition becomes movement. The floor fills, the bodies close in, and the clothes move with them rather than holding still for the camera.
Moss has a claim on this chapter already. She closed Demna's debut show in a glittering gown. Here she comes back as the figure the room circles, performer and witness at once. The song does work the garments cannot, an old ache that sets the mood before a single piece reads.
The faces
Michal Chelbin shot the stills. She posed the cast in the manner of Renaissance painting, the scale and composition of classical portraits with contemporary people in the frame. Ten names carry it. The global brand ambassadors Xiao Zhan, Jin and NINGNING sit alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty and Tarzzan.
The mix is the point. An American football player, a Chinese actor, a Korean screen star, a Canadian singer, several musicians at different stages of their careers. Each one arrives with a separate audience. Together they map the reach Gucci wants under Demna, spread across music, film, sport and the runway.
A house starting over picks love as its first subject. It is the most exposed thing it could have chosen.
The Splendid Edit
Milan, during the autumn 2026 shows. Courtesy of Fashion PR Firm
The clothes
Gucci describes the collection through a new vocabulary of silhouette and texture, built around lightness and ease. The pieces are meant to move between different ways of dressing rather than settle into one look. House codes stay in view, reworked through proportion and styling instead of shown as archive.
Demna arrived from Balenciaga and took the Gucci role in the summer of 2025. He opened with the La Famiglia lookbook, then the Milan runway in February. The campaign is the part that travels furthest, the version most people will see. It sets the register for what the house does next.
The timing is pointed. Luxury sales have cooled this year, and Kering has leaned on Gucci to turn. A campaign about falling in love is a bet on feeling ahead of product. It asks the audience to step into a mood before stepping into a store. Primavera leaves the house at the start of something, the moment after two people notice each other and before either one speaks.
The Splendid Edit on Gucci's Primavera campaign. Campaign and collection details from Gucci and Kering.
Image courtesy of Fashion PR Firm