The campaign / Autumn 2026
Gucci Primavera: Kate Moss, a dance floor and a new mood
Some campaigns sell an outfit. This one would like to sell you the feeling of walking into a room and becoming its most interesting person. A rather efficient brief.
Gucci’s Primavera campaign puts the collection from Demna’s first Gucci fashion show into a film starring Kate Moss and a series of portraits. My interest is in its attitude: a wardrobe becomes persuasive when someone appears to live in it.
Two ways of telling the same story
Gucci’s official campaign pairs a Johan Renck film featuring Kate Moss with still photographs by Michal Chelbin. The film uses Chris Isaak’s “Wicked Game”; the portraits borrow their compositional language from classical painting. The clothes come from Demna’s first fashion show for the house. source ↗
What interests me is the choice of two speeds. A moving image can create anticipation; a portrait gives you time to look at the collar, the proportion, the expression. I would watch the film once for the atmosphere, then return to the photographs for the clothes. The soundtrack is very persuasive. It is also not a fitting room.
My three-point campaign test
| Question | Why it matters |
|---|---|
| Can I describe the silhouette without naming the brand? | A strong shape should survive without its caption. |
| Does one detail hold the outfit together? | A neckline, finish or accessory can do more than several competing statements. |
| Can I imagine this away from the set? | The best styling idea should work at dinner, too. |
The portrait format makes a useful exercise possible: cover the logo, mentally remove the celebrity and decide what remains. Sometimes it is excellent tailoring. Sometimes it is simply a very excellent celebrity. Both can be enjoyable; only one belongs on your shopping list.
What I would bring back to Phuket
I would take the confidence of a single focal point: a defined shoulder, a deliberate neckline or one substantial bag. For an island evening, I would build around a light, uncomplicated base and let that choice carry the look. Recreating every layer from an autumn campaign would give the air conditioning far too much responsibility.
Borrow the mood. Be much more selective about the shopping basket.
This is my September selection from Gucci’s current campaign material. It is not a claim that a particular look is available at Central Phuket. For a specific piece, send the boutique the product reference and ask for a fitting before organising your afternoon around it.
Useful to know
Frequently asked questions
Is Primavera a spring collection?
The name means spring, but this article discusses the Primavera campaign being presented in Gucci’s autumn 2026 edit. Use the official campaign and individual product references, rather than translating the name into a shopping season. source ↗
Is this a list of Gucci bestsellers?
No. It is my editorial interpretation of the campaign, with no sales or popularity ranking claimed.
Behind the story
Data and sources
Collection details and dates are linked to original sources. Styling opinions are mine. Product prices refer to the stated market; boutique presence does not confirm item availability.
- Gucci · Primavera campaign ↗
Official campaign, creative credits and collection context. Current material checked 8 September 2026; no sales ranking inferred.
- Avenue Montaigne Paris · Gucci Primavera ↗
Campaign gallery published 3 September 2026 by the avenue association. Photography credited to Michal Chelbin / Gucci.
Prepared on 8 September 2026. Prices, schedules and rules can change; check the original source before paying or travelling.
