Tom Brady Makes His Gucci Campaign Debut Alongside Kate Moss and Shawn Mendes

Gucci has unveiled its Primavera campaign — and it is one of the most visually arresting things the House has released since Demna took the creative helm. A celebration of rebirth through the transformative power of love, the campaign arrives in two distinct forms: a short film and a series of intimate portraits, each operating in its own register but united by the same emotional conviction.

Photo Credit: Michal Chelbin

The film, directed by Johan Renck, centers on Kate Moss lip-syncing to Chris Isaak’s baritone rendition of “Wicked Game” as a room of strangers awakens, pairs off, and falls in love on the dance floor. It is the kind of image that stays with you — nostalgic and charged at once, the emotional intensity of new love rendered in a single, sustained scene.

The portraits, photographed by Michal Chelbin, take a different approach entirely. Conceived in the spirit of modern Renaissance imagery — echoing the compositions, poses, and grandiosity of classical painting — they bring together ten talents spanning music, film, fashion, and sport. Global Brand Ambassadors Xiao Zhan, Jin, and NINGNING appear alongside Tom Brady, Alex Consani, EsDeeKid, Lee Young Ae, Shawn Mendes, Rico Nasty, and Tarzzan. Together they form a cross-section of figures who embody the diverse facets of Gucci’s evolving identity and Demna’s vision for the House — each portrait framed with a deliberateness that recalls the Old Masters while remaining entirely of the moment.

Photo Credit: Michal Chelbin

The campaign showcases the collection from Demna’s debut Gucci fashion show — a new vocabulary of silhouettes and textures that expresses lightness and ease across multiple modes of dressing. It is a contemporary expression of Gucci’s identity, built on the House’s heritage but pointed firmly forward.

For more from Haute Living’s Gucci coverage, explore Gucci Fall 2026 and Demna’s Spring 2026 debut collection.