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ProjectGucci 'The Primavera' 2026 Ad Campaign

Model in a black draped top and matching trousers sitting on a wooden stool under large white Gucci lettering.

Gucci Gucci 'The Primavera' 2026 Ad Campaign 2026

Associated creatives

DemnaGucci Creative Director

Riccardo ZanolaArt Director

Michal ChelbinPhotographer

Johan RenckDirector

Alex ConsaniCast

Lee Young-aeCast

Shawn MendesCast

Marie ChaixStylist

Anthony TurnerHair

Sam VisserMakeup

Piergiorgio Del MoroCasting Director

Tags

east asian man seated east asian man man seated black draped top black top black crossbody bag crossbody bag black track pants black pants

Description

Campaign image for Gucci 'The Primavera' 2026 featuring an East Asian male model seated on a simple wooden stool. He wears an asymmetrical draped black top revealing his side waist, paired with relaxed black trousers and a black crossbody chest pack. Prominent white serif typography spelling 'GUCCI' overlays the center of the frame against a muted, moody studio backdrop.

Style

Commercial, Square, Moody, Minimalist

Techniques

Typography, Soft Light

Industries

Luxury Fashion Houses

Color

Jet Black (80%)

Context

Advertising Campaign