Gucci’s 'The Primavera' 2026 campaign leans into a nostalgic, interior-focused aesthetic, blending ornate vintage set design with contemporary minimalism. Photographed by Michal Chelbin with art direction by Riccardo Zanola, the series captures a diverse ensemble—including Xiao Zhan, Jin, NINGNING, Tom Brady, and Shawn Mendes—within layered, tactile environments featuring floral damask, velvet upholstery, and pastoral backdrops.
Executing a moody and intimate visual language, the campaign utilizes soft light and deliberate typography to anchor each portrait. The imagery moves through varied textural palettes, from pastel-toned minimalist studio settings to lush, retro-inspired rooms. Produced under the creative direction of Demna, the collection emphasizes a blend of high-fashion structure and relaxed, lived-in silhouettes.
