When classical aesthetics meet crossover superstars! Gucci’s new Primavera collection wears the Renaissance with contemporary edge
A sensory immersion in spring by name and by feel~
Summary
- Gucci has released its new Primavera campaign, inspired by modern Renaissance aesthetics and symbolizing the rebirth and renewal of spring.
- The project brings together 10 cross-disciplinary superstars including BTS Jin, Shawn Mendes, NINGNING, Xiao Zhan, and Lee Young-ae.
- The designs highlight the light, shadow, and lines of classical art, fused with sharp contemporary tailoring to showcase style and charisma that transcend generations.
In its latest “Primavera” campaign, Gucci draws on the classical aesthetics of a “modern Renaissance” as the visual concept, bringing together 10 crossover stars from different fields, including BTS member Jin, Canadian pop singer Shawn Mendes, aespa member NINGNING, Xiao Zhan, Lee Young-ae, and Tarzzan.
- Related reading: CHANEL returns to No. 1, while Massimo Dutti enters the Top 10 for the first time: Lyst’s latest ranking reveals what everyone’s buying this year
The Visual Language of a Modern Renaissance
“Primavera, or spring, is a sensory immersion in ‘rebirth’ and ‘renewal.’ When love arrives, the soul awakens and bursts into brilliant new life – nothing could be more so.” Gucci has translated this idea into a contemporary visual language centered on rebirth and renewal. The imagery is serene yet emotionally charged, with the clothing serving as a bridge between classical roots and a contemporary perspective.
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