Shawn Mendes stars in Gucci’s new Primavera campaign
Shawn Mendes has stepped into a new fashion chapter as one of the faces of Gucci’s latest campaign, “Primavera,” unveiled by the Italian luxury house on August 25. The campaign introduces the collection created for Gucci by creative director Demna and brings together an eclectic group of personalities from music, sport, film and fashion.
Photographed by Michal Chelbin, the campaign features Mendes alongside Tom Brady, BTS member Jin, aespa’s NINGNING, Xiao Zhan, Alex Consani, Rico Nasty, EsDeeKid, Lee Young Ae and Tarzzan. Rather than presenting the stars in a conventional fashion-shoot setting, Chelbin’s portraits draw inspiration from the composition and grandeur of classical Renaissance paintings, while maintaining a distinctly contemporary atmosphere.
For Mendes, the campaign marks another prominent appearance with Gucci. The singer is photographed in a fitted black top and leather glove, showcasing a more striking and fashion-forward side of his image. His appearance arrives as Gucci continues to establish the visual identity of Demna’s first collection for the house.
The Primavera collection introduces a new vocabulary of silhouettes, textures and materials, combining Gucci’s established heritage with Demna’s contemporary approach. For menswear, the collection includes body-conscious silhouettes, fluid fabrics, statement outerwear and leather pieces, alongside recognizable Gucci details and accessories.
The campaign’s concept extends beyond clothing. “Primavera,” meaning spring, is presented by Gucci as a symbol of rebirth and renewal, with love and human connection at the heart of the campaign.
Alongside the portraits, director Johan Renck has created a short film starring Kate Moss. Set to Chris Isaak’s baritone rendition of “Wicked Game,” the film follows a group of strangers as they awaken, encounter one another and eventually fall in love on a dance floor.
The combination of established stars and emerging cultural figures reflects Gucci’s attempt to present a broad vision of its new era. Mendes’ inclusion places the singer within a cast spanning several generations and creative industries, further strengthening his growing presence in the fashion world.
With its intimate photography, Renaissance-inspired imagery and diverse cast, Gucci’s Primavera campaign presents Demna’s debut collection through a story of individuality, attraction and renewal while giving Shawn Mendes another opportunity to explore a bolder side of his style.
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