Gucci's Primavera Campaign Features Figures From K-pop, The UK Underground Scene, The DMV Rap, and More
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FOLIO OTONITY- This time, we’ll be discussing the Gucci Primavera campaign, which blends various genres. Be sure to read this article all the way through!
Gucci Primavera’s ready-to-wear collection and the first fashion show featuring designs by Demna for the Gucci Primavera fashion house, which will debut at Milan Fashion Week 2026.
Interestingly, Gucci’s latest campaign spans a variety of genres. What are they, exactly? Be sure to read this article all the way through!
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The Unique Gucci Primavera Campaign
Last spring in Milan, Demna’s debut at the FW26 fashion show brought a fresh perspective to Gucci: rooted in pop culture and embracing high and low in equal measure. The Creative Director’s democratic ethos is once again evident in Gucci’s star-studded Primavera campaign, which explores the realms of cinema, global pop culture, emerging talent, and sports culture.
Photographed by Michal Chelbin, this campaign moves away from the clean backdrops typical of Demna’s style in favor of rustic Italian interiors, in keeping with Gucci’s Florentine heritage. The campaign features 10 prominent international figures, each with varying degrees of fame.
In the music world, BTS’s Jin, American singer Shawn Mendes, British underground scene star EsDeeKid, Chinese singer NINGNING, and DMV rapper Rico Nasty showcase the diverse musical tastes Demna has demonstrated throughout his career. As a tribute to American football, legendary athlete Tom Brady makes a surprise appearance, while Chinese actor Xiao Zhan and South Korean actress Lee Young Ae represent Asian cinema.
Through this campaign, the FW26 collection is presented in a new, softer light, making its everyday yet glamorous character stand out more clearly. In men’s wear, leather and shimmering fabrics take center stage. Some standout looks include the leather racing jacket worn by Jin, Shawn Mendes’s shimmering sleeveless T-shirt, and the gold pants worn by Xiao Zhan.
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Women’s fashion emphasizes fur, as seen in the cream-colored fur coat worn by Rico Nasty with a leather handbag, and the fur-trimmed shawl worn by Lee Young Ae. American model and influencer Alex Consani takes center stage in the campaign, wearing an asymmetrical sequined purple dress and a pearl-studded clutch.
Check out the full campaign in the gallery above and stay tuned to Hypebeast for the latest news and insights from the fashion industry.
That’s all the information about the Gucci Primavera campaign, which blends various genres. Be sure to keep following us for the latest updates on the world of fashion!
