Gucci's 'Primavera' collection reimagines classics with 10 global stars

Italian luxury house Gucci is igniting fashion conversations with its 2026 Fall/Winter 'Primavera' collection, amplified by a star-studded campaign featuring 10 global celebrities. This collection marks a significant creative statement from the brand's new creative director, Demna, who is reinterpreting Gucci's heritage with a fresh, modern perspective.

The campaign boasts a diverse lineup, including BTS member Jin, Chinese actor Xiao Zhan, and aespa's Ningning, alongside acclaimed figures like Lee Young-ae, Tom Brady, and Shawn Mendes. Each celebrity embodies a distinct style, showcasing the collection's multifaceted appeal and its ability to resonate across different cultural and artistic spheres.

Demna's vision for 'Primavera' centers on deconstructing and reinventing Gucci's iconic pieces with an emphasis on lightness, comfort, and practicality. The collection moves away from excessive ornamentation, utilizing seamless construction and innovative techniques like invisible heat-sealed edges to create garments that flow with the body. This approach blurs the traditional boundaries between formal wear, sportswear, and evening attire, offering versatile pieces that adapt to various occasions.

Key pieces in the collection include trackdresses that merge athletic elements with dresses, hybrid pants that combine leggings and trousers, and form-fitting items that integrate jackets with tops. The designs feature details such as voluminous feather embroidery and supple leather that softens the typically heavy feel of outerwear. Inspired by Renaissance art and classical sculpture, the collection also presents draped tops and form-fitting gowns that evoke both masculine strength and feminine grace, alongside reimagined accessories like the Bamboo 1947 handbag and new sneaker styles.