Jin, Ningning and Xiao Zhan Front Gucci’s Primavera

Gucci’s Primavera campaign is built around the idea of a house with multiple identities. Released in August 2026, the campaign features global ambassadors Jin of BTS, NINGNING of aespa and Xiao Zhan alongside a wider cast including Shawn Mendes, Tom Brady, Alex Consani, Kate Moss, Lee Young-ae, Rico Nasty, EsDeeKid and Tarzzan.

Photographed by Michal Chelbin, the portrait series was developed around a contemporary interpretation of Renaissance imagery. Gucci describes the campaign as a celebration of renewal and the transformative power of love, while the collection itself marks the early direction of Demna’s Gucci.

The casting is important because it reflects how luxury houses now communicate across cultural borders. Jin and NINGNING connect Gucci to the enormous reach of K-pop, while Xiao Zhan brings a major Chinese entertainment audience into the same visual world.

The campaign does not require those identities to disappear into a single aesthetic. Instead, the diversity of the cast becomes part of the story.

For Gucci, that is a useful way to approach global luxury in 2026: not as one universal look, but as a collection of distinct cultural perspectives connected by the same house codes.