Gucci presents the Primavera 2026 campaign, a series of editorial portraits captured by photographer Michal Chelbin under the creative direction of Demna. The project leans into a nostalgic aesthetic, utilizing soft light and retro-inspired interiors to frame its subjects.
The collection features a diverse cast of talent including Alex Consani, NINGNING, Xiao Zhan, and Tom Brady. Each portrait is set against curated backdrops ranging from vintage floral motifs and ornate gold-patterned walls to classical pastoral landscapes, emphasizing a textured, moody visual language.
