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Manila Bulletin devider Lifestyle devider Fashion and Beauty devider Gucci Primavera is here: Jin, Ningning, Xiao Zhan, and more front Demna's new era

Gucci Primavera is here: Jin, Ningning, Xiao Zhan, and more front Demna's new era

Published Aug 28, 2026 10:03 am
There is something about spring that makes everything feel possible again. For Gucci, that sense of renewal becomes the starting point of its latest campaign, Gucci Primavera—the first campaign unveiled under the creative direction of Demna.
Ningning of Aespa, Jin of BTS, and Xiao Zhan for Gucci Primavera (Photos: Gucci)
Ningning of Aespa, Jin of BTS, and Xiao Zhan for Gucci Primavera (Photos: Gucci)
Celebrating rebirth through the transformative power of love, the campaign brings together a stellar global cast of 10 talents from across entertainment, fashion, music, and sport, with Asian representation taking center stage.
Chinese actor Xiao Zhan joins South Korean stars Jin of BTS and Ningning of Aespa, alongside acclaimed actress Lee Young Ae and model and rapper Tarzzan. The global lineup continues with Canadian singer Shawn Mendes, American model Alex Consani, football icon Tom Brady, rapper Rico Nasty, and British rapper EsDeeKid—a deliberately eclectic group that reflects the many facets of Gucci’s evolving identity.
Lee Young-ae
Lee Young-ae
Tarzzan
Tarzzan
EsDeeKid
EsDeeKid
Tom Brady
Tom Brady
Rico Nasty
Rico Nasty
Photographed by Michal Chelbin, the talents appear in looks from Demna’s debut Gucci collection, introducing a new vocabulary of silhouettes and textures. There is an ease to the styling, with pieces designed to move across different modes of dressing while retaining the house’s unmistakable codes. Heritage is present, but it feels reframed rather than revisited—a contemporary interpretation of Gucci through Demna’s lens.
And then there is love.
Bringing the campaign’s emotional narrative to life is a short film featuring fashion icon Kate Moss, who lip-syncs to Chris Isaak’s haunting “Wicked Game.” The visuals are romantic, slightly surreal, and deliberately cinematic, a fitting introduction to a campaign built around the idea of awakening. Much like spring itself, Gucci Primavera is about what happens when something dormant begins to stir: new energy, new encounters, and the possibility of falling in love all over again.

Related Tags

fashion and beauty Gucci Gucci Primavera BTS Jin Xiao Zhan Aespa Ningning Lee Young Ae Tarzzan Shawn Mendes Alex Consani Tom Brady Rico Nasty EsDeeKid
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