PRIMAVERA by GUCCI

Introducing Gucci Primavera

Primavera means spring: a season of rebirth, renaissance and new beginnings. For Gucci, it marks a new chapter as Demna unveils his first collection for the House, bringing Gucci heritage into a new design vocabulary of expressive silhouettes, fluid fabrics and statement outerwear.

The campaign captures this spirit of renewal through the lens of art and cinema. Directed by Johan Renck, its evocative short film stars Kate Moss lip-syncing to Chris Isaak’s baritone rendition of “Wicked Game,” as a room of strangers gradually awakens, pairs off and falls in love on the dance floor. The campaign’s intimate still photography by Michal Chelbin echoes the composition and grandeur of classical Renaissance paintings, portraying a new Gucci through a series of emotional, contemporary portraits.

Together, the imagery reflects the spirit of Demna’s debut collection, where silhouettes, textures and materials are reimagined through a distinctly modern perspective.

Accessories offer a fresh interpretation of Gucci’s most recognizable House codes.

For women, the new Horsebit Ristretto shoulder bag joins a reimagined GG Marmont, distinguished by vertical matelassé leather and duo-toned hardware.

The iconic Web appears in its signature green and red palette, as a tonal detail or as a colorful accent across small leather goods. GG perforation brings precision and texture to luxury leather and soft suede handbags, while the GG canvas takes on a sophisticated new blue colorway. For men, the Web and GG motifs similarly redefine signature bags and leather goods with a contemporary sensibility.

Directional footwear completes the collection, from sleek Donna stiletto styles and elegant ballerinas accented with a bamboo detail for women, to elongated loafers, streamlined Screener sneakers and hybrid boots for men.

Discover the new Gucci Primavera collection at the Gucci boutique at CityCenterDC.