Primavera. While it may translate to ‘Spring’ in English, this season, the House of Gucci gives the word a new meaning by titling its Fall 2026 collection Gucci Primavera—a celebration of rebirth and renaissance—a new era for the House of Gucci.
Debuting earlier this year, Gucci Primavera marked Demna’s first runway show for the House of Gucci, further cementing his vision for the House.
Gucci Primavera Comes to Life
That vision is calculated and layered. While Demna’s tenure is still fresh, Gucci as it stands today has taken over a century to build. Demna has carefully studied its rich history, combining different eras and chapters of the brand to introduce this new version of Gucci—hence, Gucci Primavera.
New campaign images, unveiled this week, offer a deeper look at Gucci Primavera, exuding a lightness and sense of ease that go hand in hand with rebirth. The campaign features a star-studded cast, including Shawn Mendes, Kate Moss, Tom Brady, Alex Consani, K-pop stars, and more across both print and video.
The images are set against both bare backdrops and vintage-inspired settings, capturing portraits that are inspired by modern Renaissance imagery. The diverse cast is said to encapsulate the diversity of Gucciness and its evolving new chapter under Demna’s direction.
Inside Gucci’s Star-Studded Primavera Campaign
The collection, like the campaign, echoes this ever-changing definition of what Gucci means, marrying together eras to create a new language and visual DNA of Gucci. At the core of it all is heritage, and this is reflected in every piece in the collection, from ready-to-wear and shoes to accessories, handbags, and more.
From the cornerstone Gucci Marmont, which also sees a rebirth this season, to the new Gucci Horsebit Duomo and more, the campaign spotlights a range of iconic silhouettes. View more below and shop Gucci Primavera now via Gucci.
