SPRING AWAKENING: Gucci on Tuesday will unveil a campaign conceived by artistic director Demna — his first communicating his debut collection for the Italian house, which was presented with a runway show in Milan in February.
Photographed by Michal Chelbin, the Gucci Primavera campaign features 10 talents spanning music, film, fashion and sport, including global brand ambassadors Xiao Zhan, Jin and Ningning, as well as football legend Tom Brady; American model Alex Consani; rapper EsDeeKid; South Korean actress Lee Young Ae; Canadian musician Shawn Mendes; American rapper Rico Nasty, and South Korean model, rapper and dancer Tarzzan.
Tom Brady in the Gucci Primavera campaign.
“I wanted this campaign to be conceived as a music video and to be about emotional awakening and choosing to feel love again,” Demna told WWD. “I wanted Gucci to be represented as the force that reminds us that beauty is worth the risk. Ultimately it is all about falling in love again.”
In fact, at the same time, Gucci will also launch a short film directed by Johan Renck that sees Kate Moss lip-syncing to Chris Isaak’s baritone rendition of “Wicked Game” as a group of strangers fall in love on the dance floor.
Alex Consani in the Gucci Primavera campaign.
The collection was dubbed “Primavera,” or spring in English, because Demna told WWD at the time that he was inspired by Sandro Botticelli’s painting of the same name, seen at the Uffizi Museum in Florence, which he admitted had left him emotional.
To be sure, there are echoes of Renaissance imagery in some of the photos. For example, Alex Consani is captured looking directly at the camera sitting on a sofa covered by a richly embroidered floral throw resting on a vintage-looking rug and Brady poses in front of floral wallpaper and heavy damask curtains.
Ningning in the Gucci Primavera campaign.
