Gucci Primavera the House

Gucci Primavera: A New Chapter

Gucci has unveiled its highly anticipated Primavera campaign, marking a pivotal moment in the House's history. The collection, which debuted earlier this year, represents Demna's inaugural runway show for Gucci, signaling a fresh era under his creative direction. The campaign brings this vision to life with a series of striking portraits that blend Renaissance-inspired aesthetics with contemporary flair.

Gucci Primavera campaign featuring models in Renaissance-inspired settings

A Star-Studded Cast

The campaign features an impressive lineup of celebrities, including Shawn Mendes, Kate Moss, Tom Brady, Alex Consani, and several K-pop stars. This diverse ensemble is said to embody the multifaceted nature of Gucci's identity and its evolution under Demna's guidance. The imagery, set against both minimalist backdrops and vintage-inspired scenes, captures a sense of lightness and rebirth that defines the collection.

Heritage Meets Modernity

At the core of Gucci Primavera lies a deep respect for the House's rich heritage. Demna has meticulously studied Gucci's century-long history, weaving together elements from different eras to create a new visual language. This approach is evident in the collection's accessories, particularly the handbags, which range from the iconic Gucci Marmont—itself reborn this season—to the newly introduced Gucci Horsebit Duomo.

The campaign serves as a testament to Gucci's ability to evolve while staying true to its roots. Each piece, whether ready-to-wear, footwear, or leather goods, reflects a harmonious blend of past and present, inviting fashion enthusiasts to embrace this new chapter.

Explore the full Gucci Primavera collection and campaign imagery on Gucci's official website.

Gucci Primavera campaign 2026

Gucci Demna first collection

Gucci Fall 2026 campaign stars

Gucci Horsebit Duomo bag

Gucci Marmont renaissance

Who is in the Gucci Primavera campaign?

What is Gucci Primavera collection?

When did Demna join Gucci 2026?

What is the Gucci Horsebit Duomo bag?

How much does the Gucci Marmont bag cost?

Where can I watch the Gucci Primavera campaign video?