Gucci
Primavera 2026
Brand
Date
Aug 2026
Description
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.
Style
Editorial, Vertical
Techniques
Soft Light
Industries
Luxury Fashion Houses
Color
Jet Black
Context
Advertising Campaign
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