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BrandGucci
ProjectGucci 'The Primavera' 2026 Ad Campaign
NINGNING reclining on a bed in a black cutout outfit next to a black quilted Gucci handbag against floral wallpaper.

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

ningningningning gucciwoman in black cutout outfitblack cutout jumpsuitblack cutout topcutout leggingsblack quilted handbaggucci marmont bagquilted shoulder bagblack leather handbag

Description

Musician NINGNING reclines horizontally along a low mattress styled with a sage green patterned coverlet against vintage floral wallpaper. She wears a form-fitting black long-sleeved top and cutout leggings paired with pointed black heels. Resting on the mattress beside her is a black quilted leather Gucci handbag featuring the signature gold GG logo hardware. A mint green nightstand topped with a matching retro table lamp stands at the left of the frame. A bold white typographic Gucci logo is overlaid across the center.

Style

Commercial, Square, Sensual, Retro

Techniques

Typography, Soft Light

Industries

Luxury Fashion Houses

Color

Jet Black (90%)

Background

Bedroom

Context

Advertising Campaign