Demna's First Gucci Campaign Brings Tom Brady, Xiao Zhan and Kate Moss Into a Botticelli-Inspired World
Gucci has released its Primavera campaign, the first advertising work under artistic director Demna to communicate his debut collection for the house — a range shown on the runway in Milan in February 2026. The campaign, photographed by Michal Chelbin, gathers 10 talents from music, film, fashion and sport into a single vision inspired by Sandro Botticelli's painting Primavera at the Uffizi Museum in Florence. WWD
The cast spans continents and disciplines. Global brand ambassadors Xiao Zhan, Jin and Ningning appear alongside American football quarterback Tom Brady, model Alex Consani, rapper EsDeeKid, South Korean actress Lee Young Ae, musician Shawn Mendes, rapper Rico Nasty, and South Korean model-rapper-dancer Tarzzan. That is a deliberately wide net for a single house campaign, pulling audiences from K-pop fandom, American sport, and international music into the same frame.
Demna conceived the campaign as a music video about emotional awakening — specifically, about choosing to feel love again. The imagery leans hard into Renaissance references. Consani sits on a sofa draped in an embroidered floral throw atop a vintage rug. Brady poses in front of floral wallpaper and heavy damask curtains. The settings echo the allegorical garden of Botticelli's 15th-century painting, where figures of spring and love stand among orange trees and flowers.
Gucci also planned a short film to accompany the campaign, directed by Johan Renck. In it, Kate Moss lip-syncs to Chris Isaak's rendition of "Wicked Game" while strangers fall in love on a dance floor. The pairing of a 1990 supermodel with a 1989 ballad inside a campaign named for a Renaissance painting is a typically layered Demna gesture — pop culture and art history folded into a single marketing moment. WWD
Demna was named artistic director of Gucci in 2025 after a decade at Balenciaga, the Kering-owned house where he built a reputation for reshaping what modern luxury looks like on the runway. Gucci, also part of the Kering group, is led by president and CEO Francesca Bellettini alongside Demna's creative direction, according to the company's own site. Kering His Winter 2026 collection for the house had already signalled his interest in mining Gucci's archive: he presented a single Flora silk scarf, a house motif that dates to the 1960s, with what Kering described as evident reverence for the pattern. Kering
Primavera pushes further. Where the Winter collection touched a single archive code, the spring campaign builds an entire world — painting, music, sport, celebrity — around the idea that a fashion house can stage an emotional narrative, not just sell clothes. Whether that approach moves revenue under Bellettini's commercial leadership is a question for the next quarterly report. For now, the campaign is the clearest public statement of what Gucci under Demna intends to look like.
