Primavera means spring, rebirth, renaissance – and for Gucci, above all, falling in love all over again. For the new campaign “Primavera – And We Shall Dance Again”, director Johan Renck creates a sensual, slightly dreamlike short film with Kate Moss at its centre.

To Chris Isaak’s “Wicked Game”, Kate Moss lip-syncs as a room full of strangers slowly comes to life around her: glances meet, people find one another, couples form, and eventually the dance floor becomes a place for falling in love. Gucci describes the idea with the beautiful thought that nothing is reborn quite like we are when we fall in love.

Kate Moss is firmly back in the Gucci universe: in February, she closed Demna’s first Gucci runway show in Milan in a backless glittering gown – and now she takes centre stage in “Primavera”.

At the heart of the campaign is the collection from Demna’s very first fashion show for Gucci – introducing a new vocabulary of silhouettes, textures and materials. Alongside the film,... more