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  • ·Gucci 'The Primavera' 2026 Campaign Sofa Portrait
BrandGucci
ProjectGucci 'The Primavera' 2026 Ad Campaign
A man in a sleeveless white top and white trousers reclines across a patterned sofa beneath a large white Gucci logo overlay.

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

man reclining on sofaman on sofareclining on sofawhite sleeveless topsleeveless mock neckwhite trouserswhite pants

Description

Created for the Gucci 'The Primavera' 2026 ad campaign, this image captures a model reclining across an upholstered vintage sofa. The subject wears a sleeveless white mock-neck top paired with white trousers and black fingerless hand wraps. The interior setting features vertical patterned wallpaper, draped curtains, and an ornate floral rug under soft directional lighting, with the white serif Gucci wordmark overlaid across the center of the frame.

Style

Commercial, Square, Warm, Nostalgic

Techniques

Soft Light

Industries

Luxury Fashion Houses

Color

Off-White (70%)
Jet Black (20%)

Background

Living Room

Context

Advertising Campaign