Demna's first Gucci campaign casts Brady, Xiao Zhan and Moss across sport, K-pop and fashion

Gucci, part of Kering, has released its Primavera campaign — the first advertising under artistic director Demna, named to the role in 2025 after a decade at Balenciaga. Photographed by Michal Chelbin, it features 10 talents spanning sport, music and film, including Tom Brady, Xiao Zhan, Ningning and Shawn Mendes. A short film directed by Johan Renck shows Kate Moss lip-syncing to Chris Isaak's 'Wicked Game'. The collection debuted on the Milan runway in February 2026.