Gucci

Aug 2026

The Gucci Primavera F/W 2026 campaign marks a deliberate departure into the atmospheric depths of luxury fashion, blending a high-concept aesthetic with the brand's unmistakable heritage. Shot through the lens of photographer Michal Chelbin, the campaign leverages a low-key chiaroscuro lighting technique that emphasizes texture and shadow, grounding the collection in a distinctively retro sensibility. Under the vision of art director Riccardo Zanola and the sharp editorial styling of Marie Chaix, the imagery moves away from traditional glossy portraits, favoring a moody, raw intensity that feels both intimate and intentionally staged. The casting, curated by Piergiorgio Del Moro, bridges the gap between global celebrity and high-fashion modeling, as seen in the striking presence of Hanni, whose portrayal perfectly anchors the collection against the backdrop of dark, textured interiors. Stylist Anthony Turner and makeup artist Sam Visser contribute to a visual narrative that leans into a grounded, almost analogue film aesthetic, effectively utilizing typography to disrupt the composition of each square frame. By synthesizing these elements, the campaign creates a compelling dialogue between the voluminous silhouettes of the pieces and the stark, moody environments they inhabit. This project successfully reinforces the house's evolution, proving that even with high-octane branding and prominent logos, the power of a deliberate, cinematic approach remains the ultimate currency for modern luxury fashion houses.

Commercial, Moody

Typography, Low-key / chiaroscuro

Luxury Fashion Houses, Fashion