Gucci Primavera lets Kate Moss bring strangers to the dance floor

Gucci’s And We Shall Dance Again stars Kate Moss in a campaign film for Primavera. Directed by Johan Renck, it places her at a microphone lip-syncing to Chris Isaak’s Wicked Game. Around her, strangers begin to notice one another, pair off and dance.

And We Shall Dance Again: Gucci Primavera

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Stillness before movement

Dim light, heavy fabrics and restrained glances create a room suspended before something happens. Music changes the relationships within it. Clothes remain visible in motion, while anticipation provides the narrative.

The campaign presents the collection from Demna’s first Gucci show; Michal Chelbin photographs its portrait component. We are interested in the difference between the two formats: a portrait holds a presence, while a film lets that presence develop into an encounter.