Gucci is bringing together football, music, film and fashion names for Demna’s first campaign as artistic director, fronted by Tom Brady, Xiao Zhan, Ningning and Shawn Mendes.
The Gucci Primavera campaign, photographed by Michal Chelbin, features 10 talents from different fields. The cast includes Gucci global ambassadors Xiao Zhan, Jin and Ningning, alongside Brady, Alex Consani, EsDeeKid, Lee Young Ae, Mendes, Rico Nasty and Tarzzan.
The campaign follows Demna’s debut Gucci collection, which was presented in Milan in February. He named the collection Primavera, or “spring”, after Sandro Botticelli’s Renaissance painting of the same name, which he encountered at Florence’s Uffizi Gallery.
That reference carries into the campaign imagery. Consani is photographed seated on a sofa with a floral cover, while Brady appears against floral wallpaper and damask curtains.
Demna said he approached the campaign like a music video, focusing on emotional awakening and falling in love again.
A separate short film directed by Johan Renck will accompany the campaign. It features Kate Moss lip-syncing to Chris Isaak’s version of “Wicked Game” as strangers meet on a dance floor.
The campaign marks the first major visual statement from Demna’s debut collection at Gucci, setting out the themes and cast surrounding his new direction for the house.
