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Brand
Gucci
ProjectGucci 'The Primavera' 2026 Ad Campaign
Man in a white sleeveless top and white trousers reclining on a patterned vintage sofa in front of floral wallpaper with Gucci logo.

Johan Renck,

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

man reclining on sofaman on sofawhite sleeveless topsleeveless mock neckwhite trousersvintage sofadamask couch

Description

A campaign still for Gucci 'The Primavera' 2026 featuring a young man reclining across a patterned damask sofa. He wears a white sleeveless high-neck top, white trousers, and dark accessories against vintage floral wallpaper and patterned carpet. A prominent white Gucci logo is superimposed across the center of the frame.