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ProjectGucci 'The Primavera' 2026 Ad Campaign

Model wearing a black balaclava and leather jacket leaning against a metal bed frame in front of a pale pink wall.

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

black leather jacket leather jacket black balaclava balaclava wide leg trousers gucci platform slippers oversized jacket

Description

A campaign image from Gucci's 'The Primavera' 2026 collection photographed by Michal Chelbin. A figure wearing a full black balaclava, an oversized black leather jacket with signature red and green stripe accents, wide-leg grey trousers, and platform slippers leans against a black metal bed frame. The minimalist interior includes a plain pink wall, muted blue carpet, and a neatly made bed, with the white 'GUCCI' serif logo centered across the composition.

Style

Commercial, Square, Pastel

Techniques

Soft Light

Industries

Luxury Fashion Houses

Color

Jet Black (50%)

Charcoal (30%)

Background

Bedroom

Context

Advertising Campaign