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ProjectGucci 'The Primavera' 2026 Ad Campaign

Model Alex Consani seated on an ornate floral vintage sofa wearing a purple sequin one-shoulder dress in a Gucci campaign.

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

alex consani purple sequin dress sequin dress one shoulder dress purple gown beaded clutch sparkling evening clutch

Description

Fashion model Alex Consani reclines on a vintage floral-patterned sofa with velvet pillows in an interior setting. She wears a glittering purple sequin one-shoulder gown paired with black sheer tights, high heels, and a beaded clutch. The campaign shot features large white Gucci branding overlaid across the center of the frame.

Style

Commercial, Square, Retro, Warm

Techniques

Soft Light

Industries

Luxury Fashion Houses

Color

Violet (70%)

Jet Black (30%)

Background

Living Room

Context

Advertising Campaign