Gucci's Primavera Campaign: Tom Brady and UK Underground Rap Rookie EsDeeKid Share the Frame at a Florence Estate

Putting an American football legend and a UK underground rap rookie in the same frame — and having them share a rustic Italian estate cluttered with old furniture — is what makes Gucci's latest Primavera campaign so intriguing. Gone are the usual clean studio backdrops; instead, the visuals lean into a raw, lived-in interior setting that nods to the brand's Florentine roots.

Shot by photographer Michal Chelbin, the FW26 Primavera campaign features ten faces from wildly different backgrounds: BTS member Jin, American singer Shawn Mendes, UK underground rapper EsDeeKid, Chinese singer NINGNING, DMV rapper Rico Nasty, football legend Tom Brady, Chinese actor Xiao Zhan, South Korean actress Lee Young-ae, and American model Alex Consani. This lineup carries forward the direction creative director Demna set at the FW26 show in Milan this spring — pop culture at the core, mixing high and low without hierarchy. Departing from Demna's usual preference for clean backdrops, this campaign instead opts for a more rustic, lived-in Italian interior.

For menswear, leather and lustrous fabrics take center stage: Jin wears a leather racing jacket, Shawn Mendes sports a glossy, muscle-fit T-shirt, and Xiao Zhan pairs his look with gold-toned trousers. On the womenswear side, fur takes a more prominent role — Rico Nasty's look features a cream-colored fur coat with a leather handbag, while Lee Young-ae drapes a fur stole over her shoulders. The visual centerpiece of the campaign is Alex Consani, styled in an asymmetrically cut purple sequined gown, holding a pearl-embellished clutch.

Across the campaign, the FW26 collection reads softer than what was shown on the runway, pulling the sense of luxury back into an everyday context. Pricing and release dates for the pieces have yet to be announced.