Soundtracking a crowded dance floor, a baritone rendition of "Wicked Game" by musician Chris Isaak plays over a room of strangers. The Gucci Primavera collection from designer Demna outfits model Kate Moss, athlete Tom Brady, and musician Jin in lightweight textiles for the seasonal release. In a companion short film, director Johan Renck captures Moss lip-syncing the audio track as background extras pair off. According to Gucci, the cinematic sequence operates by "celebrating the sense of rebirth that comes through the transformative power of love."
Translating that cinematic emotion into static media, photographer Michal Chelbin shoots the print edition of the campaign. Global brand ambassadors Xiao Zhan and NINGNING join model Alex Consani and actor Lee Young Ae on the studio set. Creator EsDeeKid, musician Rico Nasty, musician Shawn Mendes, and creator Tarzzan complete the ten-person roster. The Italian house states Chelbin conceived the group portraits to echo "the compositions, poses, and grandiosity of classical painting."
Per the brand, the seasonal inventory delivers "a contemporary expression of Gucci’s identity intertwined with the House’s heritage."
