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BrandGucci
ProjectGucci 'The Primavera' 2026 Ad Campaign
Model wearing a beige fur stole, black leather top, and blue jeans, holding a black Gucci handbag against a muted blue backdrop.

Gucci Gucci 'The Primavera' 2026 Ad Campaign 2026

Associated creatives

Demna
DemnaGucci Creative Director
Riccardo Zanola
Riccardo ZanolaArt Director
Michal Chelbin
Michal ChelbinPhotographer
Johan Renck
Johan RenckDirector
Kate Moss
Kate MossCast
Xiao Zhan
Xiao ZhanCast
Jin
JinCast
NINGNING
NINGNINGCast
Tom Brady
Tom BradyCast
Alex Consani
Alex ConsaniCast
EsDeeKid
EsDeeKidCast
Lee Young-ae
Lee Young-aeCast
Shawn Mendes
Shawn MendesCast
Rico Nasty
Rico NastyCast
Tarzzan
TarzzanCast
Marie Chaix
Marie ChaixStylist
Anthony Turner
Anthony TurnerHair
Sam Visser
Sam VisserMakeup
Piergiorgio Del Moro
Piergiorgio Del MoroCasting Director

Tags

black leather gucci handbagblack leather handbaggucci handbagblack handbagbeige fur stolefur stoleblack leather topleather topblue denim jeansblue jeanseast asian womanwoman holding handbag

Description

A portrait from the Gucci 'The Primavera' 2026 advertising campaign featuring a model posed against a cool grey-blue textured backdrop. The subject wears a plush beige fur wrap layered over a sleek black leather top, styled with faded blue denim jeans and a wide black leather belt. In hand is a structured black leather handbag adorned with gold horsebit hardware. Centered across the image is prominent white Gucci logo typography.

Style

Commercial, Square

Techniques

Typography, Soft Light

Industries

Luxury Fashion Houses

Color

Jet Black (40%)
Denim (30%)
Beige (30%)

Background

Textured Backdrop

Context

Advertising Campaign