How Gucci Is Using Kate Moss to Introduce Demna’s New Era

Gucci is using Kate Moss and one seductive soundtrack to introduce the house’s next chapter.

The fashion house has released "And We Shall Dance Again," a campaign film for its Primavera collection directed by Johan Renck and produced by Reset.

The campaign marks Demna’s first major ad push since his debut runway show for Gucci, giving the creative director a cinematic vehicle to establish the mood around his new era.

Gucci describes Primavera as a collection about rebirth and renaissance, with falling in love providing the central metaphor.

Moss returns in the same full-length sequined gown she wore to close the Primavera show in Milan in February, giving the campaign a direct visual link to Demna’s runway debut.

The work also adds Moss to its list of star-studded collabs.

Gucci’s Primavera campaign includes figures from fashion, music, film, and sport, including:

• Tom Brady
• Shawn Mendes
• Alex Consani
• Rico Nasty
• Jin
• NINGNING
• Xiao Zhan

A separate portrait series by Michal Chelbin extends the campaign into still imagery, framing its subjects with compositions inspired by Renaissance painting.

It's a way for the brand to establish a recognizable visual identity under a new creative leader.

Gucci Lets the Film Do the Selling

The film stars Moss lip-syncing to Chris Isaak’s "Wicked Game" as a group of characters dressed in Demna’s first Gucci collection gradually wake up and move toward the dance floor.

Renck, whose previous work includes music videos and feature-length productions, stages the film in a dark interior filled with wood and deep green fabrics.

The atmosphere gradually shifts as the characters come to life and begin finding connections with one another.

The move gives the collection a narrative role presented in a way that's unconventional for fashion catalogues.

The film is also supported by the portrait series, creating two related formats from the same campaign world.

Gucci can use the film for cinematic storytelling while the portraits provide more conventional campaign assets for editorial, social, and product-led placements.

3 Ways Gucci Makes a Creative Reset Feel Commercial

There is a commercial reason to build that many entry points around the collection.

Tinuiti’s 2025 apparel marketing study found that 33% of respondents purchased apparel based on an online influencer’s recommendation.

This compares with 27% who did so based on an actor, musician, or athlete.

For Gucci, the implication is that star power works harder when it is attached to material audiences can continue discovering across formats.

Here are a few takeaways for marketers running similar launches:

• Give a leadership change a clear visual change: Demna’s arrival gets its own setting, soundtrack, casting logic, and photographic treatment, making the creative transition legible.
• Build multiple assets from one emotional premise: The film creates movement and narrative, while Chelbin’s portraits translate the same world into still imagery that can travel through other channels.
• Make the soundtrack part of the brand memory: "Wicked Game" gives the campaign an identifiable audio cue that can help short-form edits retain some of the original film’s emotional charge.

The campaign therefore establishes a repeatable world that can accommodate different personalities, images, products, and stories.

Our Take: Can Gucci Make a New Era Feel Familiar?

We think Gucci’s smartest move here is giving Demna an emotional doorway instead of a brand manual. 

Love is a wonderfully old-fashioned excuse to make expensive clothes look slightly dangerous.

Thankfully, Moss has enough history with the house to make the new chapter feel connected to what came before it.

This matters because creative succession can make luxury brands look like they have changed landlords overnight.

Here, the clothes arrive inside a recognizable fantasy, so the audience feels continuity before it starts judging the new vocabulary.

We’d watch what Gucci does next with this world, because the real test is whether Primavera becomes the opening scene of a sustained identity instead of simply a very beautiful intro.

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