Gucci

Aug 2026

Gucci’s Primavera 2026 campaign leans into a nostalgic and editorial aesthetic, bringing together a diverse cast of global talent within curated, retro-inspired interior settings. The project, captured by photographer Michal Chelbin under the creative direction of Demna, focuses on a blend of textures, pairing classic luxury silhouettes with muted, period-specific environmental details. From vintage floral couches and aged wallpaper to ornate gold-patterned drapery, the visuals utilise soft light to enhance the material quality of the garments. The imagery features talent including Alex Consani, NINGNING, Tom Brady, and Xiao Zhan, positioned within intimate, stage-like vignettes that emphasise a cohesive, moody, and soft-lit visual language throughout the collection presentation.

Editorial, Vertical

Soft Light

Luxury Fashion Houses

Advertising Campaign