Gucci Primavera Brings Together a Star-Studded Cast
Kate Moss in a purple silk georgette gown embroidered with all-over sequins. Photographed by Michal Chelbin, courtesy of Gucci
The collection draws from Renaissance art while exploring themes of love, connection, and new beginnings.
Humanistic, expressive, visionary. These are some of the words we associate with the Renaissance, an era defined by artistic and cultural renewal. At its core is the idea of rebirth, one that continues to influence art and creative expression today.
Gucci understands this concept well, unveiling its Primavera campaign as a celebration of rebirth through the transformative power of love. But the campaign is more than a study of symbolism. It also marks creative director Demna’s Fall/Winter 2026 debut for the fashion house. Named Primavera, Italian for “spring,” the collection draws from the ideas of renewal and new beginnings, while referencing the works of Renaissance master Sandro Botticelli as Gucci enters a new chapter.
Embracing a new era comes with the house’s decision to introduce a star-studded cast for the campaign. Capturing modern Renaissance imagery through its compositions, poses, and the grandiosity of classical paintings, the campaign features talents across music, film, fashion, and sport. Global brand ambassadors Jin, Ningning, and Xiao Zhan are joined by Tom Brady, Alex Consani, EsDeeKid, Lee Young-ae, Shawn Mendes, Rico Nasty, and Tarzzan, who represent the diverse facets of Demna’s vision for Gucci. Photographed by Michal Chelbin and directed by Johan Renck, the campaign introduces new silhouettes and textures through different modes of dressing.
Demna brings specific sensibilities to the collection: Adonis-inspired looks with Renaissance proportions and physiques, as seen on Tarzzan and Shawn Mendes in body-sculpted tops; white gowns that evoke The Birth of Venus, as seen on Kate Moss in ethereal imagery; and skater looks, like EsDeeKid’s statuesque shoulder drapes.
The concept of rebirth comes through in the juxtaposition of the collection and its cast. Pieces designed to be embraced by a variety of people are presented alongside A-list stars from different creative fields, reflecting Demna’s interpretation of Gucci as it begins a new chapter.
The Gucci Primavera collection is now available in the Philippines at the Greenbelt 4 boutique.
Frequently Asked Questions
Gucci Primavera is the fashion house’s Fall/Winter 2026 collection and campaign, marking Demna’s debut runway collection for Gucci. The collection explores themes of love, connection, and new beginnings through modern Renaissance-inspired imagery.
The campaign features Gucci global brand ambassadors Jin, Ningning, and Xiao Zhan, alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty, and Tarzzan. Kate Moss also stars in the campaign’s short film directed by Johan Renck.
The Gucci Primavera collection is now available in the Philippines at the Gucci boutique in Greenbelt 4, Makati. The collection is also available through Gucci’s official channels.
The Gucci Primavera campaign was unveiled on August 25, 2026, following the collection’s debut at Demna’s first Gucci runway show in February.
Demna is the Georgian-born fashion designer and creative director of Gucci. Before joining the Italian fashion house, he served as Balenciaga’s artistic director from 2015 and was also the co-founder of Vetements. He was appointed Gucci’s artistic director in 2025.