The Vibe :
⊹ Jin, NINGNING, Rico Nasty, Shawn Mendes, Tom Brady, and more make up the Primavera cast.
⊹ Michal Chelbin photographs the stars individually in portraits inspired by classical painting.
⊹ Leather, lustrous fabrics, fur, sequins, and gold tones give FW26 plenty of surface drama.
⊹ Kate Moss leads an accompanying short film directed by Johan Renck.
Gucci Primavera is less campaign casting and more global roll call. Demna’s FW26 lineup brings together Jin, NINGNING, Rico Nasty, Shawn Mendes, EsDeeKid, Tom Brady, Xiao Zhan, Lee Young Ae, Alex Consani, and Tarzzan, with Michal Chelbin photographing each subject individually. The portraits borrow from the composition and scale of Renaissance painting, then drop in leather jackets, shiny jersey, fur, sequins, and enough celebrity crossover to make the guest list feel almost intentionally random.
The clothes shift with each person. Jin wears a leather motorsport jacket, Shawn Mendes gets a glossy muscle tee, and Xiao Zhan appears in gold trousers. Rico Nasty is wrapped in a cream fur coat with a leather bag, while Alex Consani lands one of the louder looks in a purple sequined dress with a pearl-studded clutch. Across Gucci, that push between polished house codes and more provocative styling has become increasingly visible under Demna.
Primavera also comes with a short film directed by Johan Renck, where Kate Moss lip-syncs to Chris Isaak’s “Wicked Game” as strangers pair off on the dance floor. Gucci frames the name Primavera around spring, rebirth, and falling in love, but the stills stay more intimate than sentimental. One portrait at a time, FW26 moves through pop, rap, film, sport, and fashion without asking any one face to carry the whole campaign.
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Brand DNA
Founded in Florence in 1921 by Guccio Gucci, Gucci is defined by Italian luxury, equestrian codes, GG monograms, loafers, and statement leather goods. Under Demna, the house brings its archive into a sharper, provocative fashion language.
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