As Gucci continues to usher in a new creative era with Demna, its latest campaign shows off the Georgian designer’s debut collection with a considered effort to keep the brand synonymous with its sexy heritage.

A short film directed by Johan Renck introduces the Gucci Primavera campaign, seeing Kate Moss lip-sync to Chris Isaak’s smoky 1989 track, Wicked Game. As the song plays, a waiting room of strangers, dressed to the nines in Gucci’s latest collection, pair up in moments of embrace; longing looks are exchanged, and love is found on the dancefloor. 

Shot by Michal Chelbin, the accompanying campaign imagery captures ten solo portraits. Featuring the likes of Xiao Zhan, Tom Brady, Alex Consani, EsDeeKid, Rico Nasty and Shawn Mendes, it’s a talent pool spanning music, film, fashion, and sport, where every guest wears the double G’s. The name Primavera nods to Botticelli’s Renaissance painting of the same title, an inspiration Demna has cited directly, as classical tropes surface throughout the portraits.

This campaign accompanies Demna’s FW26 runway show in Milan: a slinky, body-conscious offering that leaned heavily into sex appeal, with Kate Moss and Karlie Kloss closing the show – Moss in a backless gown finished with a diamond-studded G-string as a nod to the house’s Tom Ford era. Backstage, Demna spoke about the collection in personal terms, describing it as an exercise in feeling comfortable and attractive in his own body after years of holding back.