Directed by Johan Renck, the new campaign’s accompanying short film stars Kate Moss lip-syncing to Chris Isaak’s unmistakable baritone rendition of “Wicked Game”. Around her, a room of strangers gradually awakens, encounters unfold and couples form on the dance floor, capturing the emotional intensity of human connection and the exhilarating sense of possibility that accompanies new love.

Photographed by Michal Chelbin, the campaign continues this exploration through a series of intimate portraits inspired by the spirit of Renaissance painting. Drawing on its compositions, poses and sense of grandeur, the imagery brings together ten talents from the worlds of music, film, fashion and sport: Global Brand Ambassadors Xiao Zhan, Jin and NINGNING, alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty and Tarzzan.

Together, they represent the many facets of Gucci’s evolving identity and Demna’s vision for the House, bringing a diverse cast into dialogue with a new chapter for the brand.

The campaign showcases the collection unveiled at Demna’s debut Gucci fashion show, introducing a new sexy silhouettes, textures and proportions.

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