Gucci's Primavera Campaign Is a Fusion of K-Pop, UK Underground, DMV Rap & More
Jin, EsDeeKid, Rico Nasty, Shawn Mendes, and NINGNING represent global music alongside talents from other realms of culture.
Summary
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The Gucci FW26 Primavera campaign stars Jin, Shawn Mendes, EsDeeKid, NINGNING, Rico Nasty, Tom Brady, Xiao Zhan, Lee Young Ae, and Alex Consani.
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Shot by Michal Chelbin, it highlights everyday glamour featuring leather and fur-forward menswear and womenswear.
In Milan last Spring, Demna‘s FW26 runway debut set a new tone for Gucci, rooted in pop culture and an equal embrace of the high and low. The Creative Director’s democratic ethos continues yet again in the star-studded Gucci Primavera campaign, which traverses the realms of cinema, global pop, emerging acts, and sports culture.
Photographed by Michal Chelbin, the campaign’s setting departs from the clean backdrops of Demna’s typical style for a rustic Italian interior true to Gucci’s Florentine heritage. The cast enlists 10 major international figures, each with varying degrees of fame. Notably in music, BTS‘s Jin, American singer Shawn Mendes, UK underground star EsDeeKid, Chinese singer NINGNING, and DMV rapper Rico Nasty showcase the diverse musical taste profile Demna has shown throughout his career. In a nod to American football, legendary athlete Tom Brady makes an unexpected appearance, while Chinese actor Xiao Zhan and South Korean actress Lee Young Ae represent Asian cinema.
In this campaign, the FW26 collection is seen in a new, softer light, offering a better impression of its everyday, albeit glamorous sensibility. In menswear, leather and lustrous fabrics reign supreme. Standout pieces include the leather motorsport jacket worn by Jin, Shawn Mendes’s shiny muscle t-shirt, and the golden trousers worn by Xiao Zhan. Womenswear leans more heavily into furs, as seen in a cream fur coat styled on Rico Nasty with a leather handbag, and on a fur shoulder wrap worn by Lee Young Ae. American model and internet personality Alex Consani‘s look reads as the centerpiece of the campaign, featuring an asymmetrical, purple sequined dress with a pearl-studded clutch.
See the full campaign in the gallery above and stay tuned to Hypebeast for the latest fashion industry news and insights.
