Primavera

 Primavera means spring—a rebirth, a renaissance—and nothing is reborn quite like we are when we fall in love.

Directed by Johan Renck, the campaign’s short film finds Kate Moss lip-syncing to Chris Isaak's baritone rendition of ”Wicked Game,” as a room of strangers awakens, pairs off, and falls in love on the dance floor.

Photographed by Michal Chelbin, the stills are intimate, emotional portraits in the spirit of a modern Renaissance. Echoing the composition, posing, and grandiosity of classical painting, they create an iconography of the people who represent the new Gucci.

The campaign spotlights the collection from Demna's first fashion show for Gucci that brings a new vocabulary of silhouettes, textures, and materials.