A spirit of rebirth runs through the Fall/Winter 2026 collection as each personality brings a distinct attitude to Gucci’s latest campaign
As fashion houses unveil their Fall/Winter 2026 campaigns, some put the collection in focus while others let their star power take the lead. Gucci strikes a balance with its Primavera campaign, bringing both into sharp focus.
Built around ideas of rebirth and the transformative power of love, the campaign brings together global brand ambassadors Xiao Zhan and BTS’ Jin with Tom Brady, Shawn Mendes and South Korean rapper Tarzzan.
Photographed by Michael Chelbin, each talent embodies a different facet of the collection, from its sensual, body-conscious aesthetic to its fusion of Renaissance codes, modern streetwear and 1980s and 1990s decadence. The result is a campaign that feels both timeless and of the moment, framing style as a form of self-expression while reinforcing Gucci’s enduring dialogue between past and present.