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BrandGucci
ProjectGucci 'The Primavera' 2026 Ad Campaign
Shawn Mendes poses in a glossy black fitted t-shirt and black trousers against a pale green backdrop for Gucci.

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

shawn mendesshawn mendes gucciman in black shirtblack fitted t shirtblack t shirtfitted t shirt

Description

Musician Shawn Mendes stars in the Gucci 'The Primavera' 2026 advertising campaign. Photographed by Michal Chelbin with art direction by Riccardo Zanola and styling by Marie Chaix, he stands centered against a smooth mint green seamless backdrop. He wears a form-fitting, glossy black short-sleeve top paired with matching black trousers and a black fingerless training glove, highlighting his visible arm tattoos under soft studio lighting, overlaid with the white Gucci wordmark.

Style

Commercial, Square, Clean, Glossy

Techniques

Soft Light

Industries

Luxury Fashion Houses

Color

Jet Black (80%)

Background

Coloured Seamless

Context

Advertising Campaign