British supermodel Kate Moss headlines Gucci's new Primavera video campaign, dedicated to the themes of falling in love and rebirth. This was reported by Wave RBC.UA, citing the brand's official Instagram account. The short film, which serves as the centerpiece of the campaign, was directed by Swedish filmmaker Johan Renck, previously known for his work on the series "Chernobyl." The name Primavera, which translates from Italian as "spring," is interpreted by Gucci as a symbol of renewal and a fresh start, drawing a direct parallel to the feeling of falling in love.
Kate Moss and Wicked Game: the Visual Language of the Campaign
At the heart of the short film is Kate Moss herself, who moves to Chris Isaak's rendition of Wicked Game, lip-syncing to the male vocals. As the storyline unfolds, the space around the model gradually comes alive: strangers find one another, form couples, and fall in love right on the dance floor. This narrative structure turns the advertisement into a standalone story of encounter and emotional awakening, fully in line with the stated concept of "spring" and a new beginning.
Mikhail Helbin's Photography and the Aesthetics of a Modern Renaissance
In addition to the video, Gucci presented a series of portraits shot by photographer Mikhail Helbin specifically for the Primavera campaign. The visual concept of the photoshoot references classical painting and the aesthetics of a modern Renaissance, lending Kate Moss's image additional depth and artistic significance. This approach to visual presentation underscores the brand's ambition to create not merely advertising content, but a full-fledged artistic statement.
Connection to Demna's Debut Runway Show for Gucci
The Primavera campaign features pieces from the collection shown during Demna Gvasalia's first full runway show for Gucci. The brand itself describes this stage as the emergence of a new visual vocabulary for Gucci — with different silhouettes, textures, and materials. Thus, the video campaign with Kate Moss serves as a bridge between the runway presentation and the mass perception of the house's new aesthetic program. Kate Moss had previously appeared in the Gucci Beauty and the Bag campaign alongside Emily Ratajkowski and NINGNING, confirming the model's enduring collaboration with the brand.
Context: a Star-Studded Cast and International Resonance
The Gucci Primavera campaign is not limited to a single name: according to Tatler Asia, the new campaign also features Jin from the group BTS and American football player Tom Brady, reflecting the brand's large-scale, multicultural approach to choosing ambassadors. Kate Moss's appearance at Demna Gvasalia's first show for Gucci, as noted by Daily Afisha, further confirms her status as a key figure in the house's new visual strategy. Taken together, these facts allow Primavera to be regarded as one of Gucci's most ambitious communication projects at this stage.
