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ProjectGucci 'The Primavera' 2026 Ad Campaign

Shawn Mendes posing in a tight black short-sleeve shirt and black wrist wrap against a pale mint green studio backdrop for Gucci.

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

shawn mendes shawn mendes posing black tight shirt shiny black top black wrist wrap black trousers white gucci logo gucci logo

Description

Musician Shawn Mendes appears in an advertising portrait for the Gucci 'The Primavera' 2026 campaign. He stands against a pale mint green studio backdrop, looking directly toward the camera. Mendes wears a form-fitting, glossy black short-sleeve crewneck top paired with black trousers and a black athletic wrist wrap on his left hand. The large white Gucci wordmark spans horizontally across the center of the frame.

Style

Commercial, Square, Clean, Minimalist

Techniques

Soft Light, Typography

Industries

Luxury Fashion Houses

Color

Jet Black (80%)

Background

Coloured Seamless

Context

Advertising Campaign