{"id":6642,"date":"2026-09-10T10:00:22","date_gmt":"2026-09-10T08:00:22","guid":{"rendered":"https:\/\/magazine.lineapelle-fair.it\/?p=6642"},"modified":"2026-09-11T08:57:26","modified_gmt":"2026-09-11T06:57:26","slug":"love-as-rebirth-guccis-brand-new-spring-designed-by-demna","status":"publish","type":"post","link":"https:\/\/magazine.lineapelle-fair.it\/en\/focus-en\/love-as-rebirth-guccis-brand-new-spring-designed-by-demna\/","title":{"rendered":"Love as rebirth: Gucci\u2019s brand new spring designed by Demna"},"content":{"rendered":"

Gucci unveils its new direction under Demna with \u201cSpring\u201d, a campaign which celebrates rebirth through the act of falling in love. The narration combines Johan Renck\u2019s short film, featuring Kate Moss lip-syncing to \u201cWicked Game\u201d, to Michal Chelbin\u2019s Renaissance-inspired portraits, which reinterpret the maison\u2019s heritage in a contemporary way.<\/em><\/strong><\/p>\n

by Domenico Casoria<\/p>\n

The concept of rebirth, within the fashion industry, frequently corresponds to a scission with the past. A division, a sudden change of course, the visionary debut of a creative director. But for Gucci\u2019s brand new chapter, Demna<\/strong> decides to shake things up, taking a much more intimate and visceral approach, by conveying his message through the oldest and most universal metaphor: falling in love. With its significant title \u201cSpring\u201d, the newest campaign of the Florentine maison doesn\u2019t merely represent a collection. In addition, it traces, in a truly intimate way, the coordinates of an emotional and formal awakening<\/strong>, portraying transformation through the language of emotion.<\/p>\n

Gucci\u2019s brand new spring<\/strong><\/h3>\n

To showcase Gucci\u2019s brand new spring, an art-house short film directed by Johan Renck<\/strong>, whose visual composition plays on a disorienting yet effective juxtaposition. At the center of this narrative, Kate Moss<\/strong> is the absolute protagonist; a key figure in the fashion world over the past thirty years, who features in an intense lip-sync performance<\/strong>. Unexpectedly, it\u2019s not a women\u2019s voice that can be heard, but Chris Isaak<\/strong>\u2019s renowned baritone timbre, singing the iconic track \u201cWicked Game\u201d. Indeed the dissonance between the heavenly presence of the British supermodel and the deep and melancholic singing generates an atmosphere charged with sexual tension.<\/p>\n

Who’s around?<\/strong><\/h3>\n

Meanwhile, around her, inside a ballroom frozen in time, a group of strangers awakens from a state of numbness. Their gazes, at first bewildered, seek for contact<\/strong>: as a result their bodies come closer and the loneliness turns gradually into harmony. In this way, the dance floor becomes the physical and symbolic space where connection is born, by transforming motion into a metaphor of sentimental renovation.<\/p>\n

The campaign<\/strong><\/h3>\n

In addition to the short film<\/a>, the campaign evolves through another visual register captured by the lens of the photographer Michal Chelbin<\/strong>. In this case the narration becomes static, almost solemn, and draws direct inspiration from the Renaissance tradition of painting, in order to reinterpret that code, for example, with a contemporary awareness. Besides the intimate portraits are characterized by frontal poses and strict compositions that recall the magnificence and composure of the masters of the past.<\/p>\n

The cast<\/h3>\n

Amid the intricacies of this sacred and secular iconography, stands out a multifaceted and diverse cast; embodying an open dialogue between different worlds. The global brand ambassadors Xiao Zhan<\/strong>, Jin <\/strong>and NINGINING <\/strong>stand beside key personalities of the global pop and sports culture, such as Shawn Mendes<\/strong>, Tom Brady<\/strong>, Alex Consani<\/strong>, Rico Nasty<\/strong>, EsDeeKid<\/strong>, Lee Young Ae <\/strong>and Tarzzan<\/strong>. As a result we have a mosaic of faces and identities which reflects the brand\u2019s ambition to speak a transversal language, capable of merging music, cinema, sport and fashion. In conclusion, a visual system that acts as a mouthpiece for a collection that is entirely structured on sharp tailoring, low-rise trousers and skirts and a brand new concept of sexyness. Perhaps, a brand new concept of Gucci, too.<\/p>\n

Photos by Gucci\u2019s official site<\/em><\/p>\n

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