Kate Moss Turns Gucci Primavera Into A Midnight Love Spell
Kate Moss the boss is back at it again. This time, she is taking her royal throne at the center of Gucci Primavera, where spring is less a season than a mood: rebirth, romance, movement and the strange electric moment when a room full of strangers suddenly starts feeling alive.
Gucci frames Primavera around the idea that nothing transforms us quite like falling in love. Directed by Johan Renck, the campaign’s short film places Moss inside a darkened room as she lip-syncs to Chris Isaak’s “Wicked Game”, while the people around her slowly wake, pair off and find one another on the dance floor.
fashion
Enter Gucci Primavera
Demna’s new Gucci chapter mixes romance, cinematic atmosphere and a fresh house vocabulary of silhouettes and textures.
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Primavera Means Spring — But Gucci Is Really Selling Reawakening
The campaign’s own language makes the intention clear: Primavera is about a renaissance of feeling. Instead of simply staging clothes against a beautiful backdrop, Gucci turns the collection into a story about connection — strangers noticing one another, bodies moving closer and a sleepy room transforming into something warmer and more charged.
Moss is the perfect anchor for that idea. She does not need to dominate every frame to own it; her presence gives the film that slightly untouchable, seen-it-all quality that makes the romance around her feel dreamier rather than sweeter.
Johan Renck Gives “Wicked Game” A Full Gucci After-Hours Glow
Renck, whose work has moved between fashion films, music videos and prestige television, leans into atmosphere here. The baritone pull of “Wicked Game” does most of the emotional heavy lifting while the room slowly shifts from stillness into flirtation, intimacy and dance.
It is a very Gucci way to introduce a collection: not by explaining every look, but by making the clothing feel like part of a world you want to step into after midnight.
Michal Chelbin Gives The Campaign Its Modern-Renaissance Portraits
Outside the short film, photographer Michal Chelbin expands Primavera through a series of intimate portraits inspired by the composition and grandeur of classical painting. Gucci describes the images as a modern Renaissance, built around the people representing this new chapter of the House.
The wider cast stretches across fashion, film, music and sport, including Jin, Shawn Mendes, NINGNING, Tom Brady, Alex Consani, Xiao Zhan, Lee Young Ae, Tarzzan, Rico Nasty and EsDeeKid. Together, the faces give Demna’s first Gucci runway collection a broader cultural frame beyond the catwalk itself.
Inside Gucci Primavera’s New Romantic World
The supplied campaign images continue the same romantic, cinematic mood introduced by the film.
Gucci Primavera campaign imagery. Credit: Gucci.
For Demna, the campaign also serves as the next chapter after his first Gucci fashion show, carrying the collection’s new silhouettes, textures and materials out of the runway setting and into a much more emotional, cinematic space.
Watch Kate Moss In Gucci Primavera’s Short Film
Directed by Johan Renck, the campaign film stars Kate Moss and uses Chris Isaak’s “Wicked Game” as its after-dark pulse.
Source: Gucci.
