Gucci Primavera brings together Shawn Mendes, Jin, Alex Consani and more in a series of intimate, vintage-inspired portraits by Michal Chelbin, alongside a short film by Johan Renck starring Kate Moss.
Gucci’s new Primavera campaign is captured through the distinctive lens of photographer Michal Chelbin, who brings together an extraordinary cast spanning fashion, music, cinema and sport. Shot against a series of old-fashioned, vintage-inspired wallpapers, Chelbin’s portraits create an intimate and slightly nostalgic backdrop for some of today’s most recognisable faces.
At the heart of the campaign is Kate Moss, the ultimate fashion icon, surrounded by a global cast that reflects Gucci’s increasingly eclectic and cross-cultural universe.
Joining the supermodel are Global Brand Ambassadors Jin of BTS, NINGNING of aespa, and Xiao Zhan, alongside Canadian singer Shawn Mendes, and football legend Tom Brady.
The line-up also includes model Alex Consani, South Korean actress Lee Young-ae, and some of the most compelling names from today’s music scene: Tarzzan, EsDeeKid and Rico Nasty.
Beyond Chelbin’s portraits, Moss also takes centre stage in a short film directed by Swedish filmmaker Johan Renck, known for his work on Chernobyl. In the film, Moss lip-syncs to Chris Isaak’s “Wicked Game,” adding a cinematic, sensual and nostalgic dimension to the campaign.
Bringing together different generations, disciplines and cultures, the campaign captures Gucci’s new identity through a constellation of distinctive personalities: eclectic, international and unmistakably individual. Gucci Primavera follows Demna’s debut show for the House in Milan.