Demna’s debut Gucci collection, “Primavera,” takes the spotlight for fall-winter 2026 in a new campaign photographed by Michal Chelbin. If his take on the house codes does not grab your eye, the star-studded cast will. Shawn Mendes, Jin, Tom Brady, Xiao Zhan, Tarzzan, and EsDeeKid offer different versions of the Gucci man.
Gucci Primavera Campaign
Racing leathers marked by the house’s green-and-red Web stripe appear alongside metallic trousers, body-conscious tops and GG accessories. The campaign uses these differences to show the range Demna sees within Gucci. Glamour, provocation and familiar signatures coexist, leaving room for more than one way to wear them.
Chelbin places the celebrity-heavy cast against intimate interiors and unvarnished walls, giving the images an unexpectedly personal quality. For a debut that inevitably arrives under scrutiny, Primavera delivers through both the clothes and the men wearing them. Demna’s Gucci has plenty of ways to get your attention.
Gucci’s Primavera campaign arrives on the heels of a summer holiday in Monte Carlo.
