Gucci Spring Tells Love According to Demna Kate Moss, Chris Isaak and faces from music, film, fashion and sport in the debut campaign

Gucci presents its Spring campaign, the first dedicated to Demna's debut collection for the Maison. The project takes shape through a short film directed by Johan Renck, with Kate Moss as its protagonist. The fashion icon performs a lip-sync of "Wicked Game" by Chris Isaak, one of the most iconic songs about attraction, desire, and the precarious balance of relationships. 

The common thread is indeed love, portrayed as an impulse capable of setting people in motion, exploring the intensity of human relationships and the sense of anticipation and possibility that accompanies this feeling. In the short film, a group of strangers awakens in a hall and, to the notes of the song, comes together in couples, falling in love on the dance floor. 

The rest of the campaign is entrusted to the lens of Michal Chelbin, who contributes a series of intimate portraits that reinterpret Renaissance aesthetics through a contemporary eye. The portraits feature Global Ambassadors Xiao Zhan, Jin, and NINGNING, alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty, and Tarzzan. A diverse group, conceived to reflect the many souls of a Maison in transformation. 

The key pieces on display are from the show with which Demna made his runway debut for the Maison, featuring new silhouettes and textures that express an idea of lightness designed to adapt to different ways of interpreting clothing.