- Gucci launched its Fall/Winter 2026 “Primavera” campaign featuring Tom Brady, Xiao Zhan, Ningning, Shawn Mendes, Jin, and Kate Moss.
- Photographer Michal Chelbin captured the Renaissance-style portrait series, while director Johan Renck helmed a short film starring Kate Moss lip-syncing to “Wicked Game”.
- Creative Director Demna moves away from digital provocation, focusing on romance, human connection, and body-first tailoring.
- The campaign unites American football, K-pop, Asian cinema, high fashion, and alternative rap by spotlighting figures like Rico Nasty and Alex Consani.
Italian luxury fashion house Gucci has revealed its Fall/Winter 2026 “Primavera” campaign under Creative Director Demna. Photographed by Michal Chelbin with a film directed by Johan Renck, the project brings together an unexpected ensemble of global icons.
Seven-time Super Bowl champion Tom Brady makes an unexpected luxury fashion appearance, posing against classic damask drapes. He appears alongside Chinese superstar Xiao Zhan, who recently led major screen projects including The Legend of Zang Hai, and Canadian singer Shawn Mendes. Mendes, who recently returned with new studio music, attended Gucci’s Milan runway show earlier this year.
Global music stars play a central role in the campaign imagery. Jin of BTS, who recently launched his solo album activities, models a sleek leather motorsport jacket.
aespa vocalist Ningning wears sharp, modern tailoring, building on her ongoing ambassadorship after she starred in Gucci Beauty and the Bag global campaign.
Supermodel Kate Moss commands the campaign’s short film, lip-syncing Chris Isaak’s “Wicked Game” inside a crowded room where strangers gradually connect. Moss shares a rich history with the brand, reminiscent of when she fronted the Gucci Giglio Borsetto campaign with Emily Ratajkowski.
The campaign also features rapper Rico Nasty, runway standout Alex Consani, South Korean screen star Lee Young Ae, UK artist EsDeeKid, and model Tarzzan.
This ensemble follows other high-profile seasonal rollouts, such as when Amelia Gray and Anok Yai starred in Gucci’s Spring Summer campaign.
Gucci regularly taps leaders across entertainment and sports to drive its global narrative. Past and present ambassadors include Bad Bunny, Kendall Jenner, Hanni of NewJeans, Dakota Johnson, Alia Bhatt, Jannik Sinner, and Paul Mescal.
Takeaways
Gucci’s “Primavera” campaign reflects a deliberate evolution in luxury storytelling. Rather than relying strictly on uniform casting, the Italian fashion house assembled talent from wildly different cultural arenas (from NFL legends to K-pop icons, underground rap innovators, and veteran supermodels).
This strategy enables Gucci to appeal to diverse regional demographics simultaneously while anchoring the collection in a unified theme of real-world human connection.
By contrasting Renaissance-style photography with tactile, nightlife-ready clothing, Demna proves that high luxury can celebrate individual personality without losing its core design identity.
How does mixing sports legends like Tom Brady with K-pop stars expand Gucci’s reach across non-traditional luxury audiences? Is multi-celebrity ensemble casting diluting individual ambassador value? Will bridging generational talent become the mandatory luxury playbook?
