Gucci’s Primavera 2026 campaign focuses on the power of romance. Demna’s vision for the House is every bit as dramatic as the love affair at its center. The images and film celebrate rebirth and connection, but it’s the clothes doing most of the talking.
Photographed by Michal Chelbin, the portraits borrow their poise from Renaissance paintings. Rich interiors, posed bodies, and moody light give each frame an almost painted stillness, even as the styling stays firmly in the present.
Gucci Primavera 2026 Campaign
Kate Moss, Alex Consani, NINGNING, Lee Young Ae, and Rico Nasty lead the cast, joined by Xiao Zhan, Jin, Tom Brady, Shawn Mendes, EsDeeKid, and Tarzzan.
The fashion carries the story for the campaign. A glittering purple one-shoulder gown meets sheer black tights and pointed pumps. Meanwhile, a tiny embellished clutch swings at the wrist. Elsewhere, faded blue jeans get a harder edge in glossy black leather gloves, a wide belt, pale fur, and a structured Gucci bag.
The mood tightens into something sleeker with body-hugging black separates. There is a long-sleeve top, cutout leggings, and a quilted chain bag slung across the body. Then it softens again. A plush cream fur coat stands in as the entire outfit, worn with bare legs, pointed heels, and an oversized leather bag.
Get more Gucci glamour with Chapter 2 of the Monte Carlo campaign, featuring summer style.
