Gucci Primavera 2026 2026

Description

Talent Xiao Zhan reclines across an ornate green upholstered settee for the Gucci Primavera 2026 advertising campaign, photographed by Michal Chelbin with creative direction by Demna. He wears a black short-sleeved t-shirt paired with shimmering metallic gold trousers and dark dress shoes, holding a gold damask brocade cushion against his torso. The interior set features a vintage patterned area rug in muted teal and terracotta tones beneath the wooden sofa legs. A painted classical pastoral landscape backdrop with lush green foliage and soft clouds rises behind the sofa, illuminated by warm, diffused studio lighting.

Style

Editorial, Vertical, Nostalgic

Techniques

Soft Light

Industries

Luxury Fashion Houses

Color

Background

Set-dressed

Context

Advertising Campaign