Spring is a season of beginnings, and at Gucci, Primavera becomes an invitation to fall in love all over again. Unveiled through Demna’s first collection for the House, a new vocabulary of silhouettes and textures emerges, embracing lightness and ease through a plurality of styles. The accompanying campaign, directed by Johan Renck, turns this sense of renewal into something altogether more intimate. Kate Moss takes centre stage, lip-syncing to Chris Isaak’s unmistakable baritone on Wicked Game. Around her, a room of strangers slowly comes alive. Bodies move closer, couples form, and the dance floor becomes a space for unexpected encounters. Romance here feels instinctive rather than orchestrated — fleeting, sensual and slightly cinematic. With Primavera, Gucci welcomes a new season where getting dressed, much like falling in love, is an act of transformation.
