Gucci

Aug 2026

Gucci’s ‘The Primavera’ 2026 campaign leans into a nostalgic, interior-focused aesthetic, blending luxury fashion with retro-inspired art direction. Photographed by Michal Chelbin, the series features an ensemble cast including NINGNING, Xiao Zhan, Jin, Tom Brady, Alex Consani, Shawn Mendes, and Rico Nasty, all captured within highly textured settings that contrast vintage damask upholstery and floral wallpaper with minimalist studio backdrops. Under the creative direction of Demna, the campaign maintains a consistent visual language through soft light and bold, centered typography. Art directed by Riccardo Zanola, the imagery highlights key accessories like the Horsebit shoulder bag, styled by Marie Chaix with a focus on tactile fabric choices and sleek, dark silhouettes. The work brings together a distinct blend of mood-driven portraiture and commercial polish.

Commercial, Square

Soft Light

Luxury Fashion Houses

Advertising Campaign