---
title: "Kate Moss Becomes the Face of Gucci Primavera: Swedish Director Johan Renck Shot a Story of Falling in Love to Wicked Game"
description: "Kate Moss becomes the star of the Gucci Primavera video campaign, directed by Johan Renck to the track Wicked Game. The campaign, dedicated to falling in love and rebirth, includes portraits by Mikhail Helbin and pieces from Demna's debut runway show."
date: 2026-08-26T06:48:04.000Z
lang: en
url: https://xab.info/en/posts/kate-moss-gucci-primavera-campaign-johan-renck
tags: [kate-moss, gucci, fashion-campaign, primavera, johan-renck, demna, chris-isaak, wicked-game]
publisher: "XAB.info"
---

# Kate Moss Becomes the Face of Gucci Primavera: Swedish Director Johan Renck Shot a Story of Falling in Love to Wicked Game

![Kate Moss in the Gucci Primavera campaign surrounded by pink and white roses](https://xab.info/media/2026/08/26/keyt-moss-gucci-primavera-kampeyn-yohan-renk/keyt-moss-gucci-primavera-kampeyn-yohan-renk-1.webp)

## 🎯 Key Points

- Kate Moss becomes the star of the Gucci Primavera video campaign, directed by Johan Renck
- The video features Chris Isaak's Wicked Game; the model lip-syncs to the male vocals
- The campaign includes a series of portraits by Mikhail Helbin in the aesthetics of a modern Renaissance
- The campaign features pieces from Demna Gvasalia's first full runway show for Gucci

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.

## 🔍 Fact-Check Verification

- [Kate Moss Shoots for Gucci Primavera: the Campaign Features the Cult Classic Wicked Game](https://wave.rbc.ua/ukr/style/keyt-moss-znyalasya-gucci-primavera-kampeyni-1787726205.html) - Основной источник: описание видеоролика, режиссёр Йохан Ренк, трек Wicked Game, портреты Михаль Хелбин, связь с дефиле Демны, предыдущая кампания Beauty and the Bag.
- [Gucci's Star Squad: BTS's Jin, Tom Brady, and Kate Moss Star in the New Campaign](https://tatlerasia.kz/ru/style/fashion/dzhin-iz-bts-tom-br-edi-i-drugiye-zvezdy-v-novom-kampeine-gucci) - Подтверждает участие Кейт Мосс в кампании и добавляет контекст о других участниках (Джин, Том Брэди).
- [Kate Moss Appears at Demna Gvasalia's First Show for Gucci](https://daily.afisha.ru/news/107122-keyt-moss-poyavilas-na-pervom-pokaze-demny-gvasalii-v-gucci/) - Подтверждает присутствие Кейт Мосс на первом показе Демны для Gucci.
- [Demna Presents His Debut Gucci Collection in Milan](https://www.kleo.ru/items/moda/demna-predstavil-debjutnuju-kollekciju-gucci-v-milane-shtml/) - Подтверждает факт дебютной коллекции Демны для Gucci, показанной в Милане.

## ❓ FAQ

### Q: Who directed the Gucci Primavera video campaign featuring Kate Moss?
**A:** The short film for the Primavera campaign was directed by Swedish filmmaker Johan Renck, known for his work on the series "Chernobyl."

### Q: What music plays in the Gucci Primavera video?
**A:** At the center of the video is Chris Isaak's rendition of Wicked Game. Kate Moss lip-syncs to the male vocals as she moves.

### Q: What does the name Primavera mean, and what is the concept of the campaign?
**A:** Primavera translates from Italian as "spring." At Gucci, this term is interpreted as a symbol of renewal and a fresh start, drawing a parallel to the feeling of falling in love.

### Q: What pieces are featured in the Primavera campaign?
**A:** The campaign features pieces from the collection shown during Demna Gvasalia's first full runway show for Gucci. The brand describes this stage as the emergence of a new visual vocabulary with different silhouettes, textures, and materials.

### Q: Who else participated in the Gucci Primavera campaign?
**A:** In addition to Kate Moss, the new Gucci campaign features Jin from the group BTS and American football player Tom Brady. Photographer Mikhail Helbin also shot a series of portraits for Primavera.