Primavera means spring, rebirth, renaissance – and for Gucci, above all, falling in love all over again. For the new campaign “Primavera – And We Shall Dance Again”, director Johan Renck creates a sensual, slightly dreamlike short film with Kate Moss at its centre.
To Chris Isaak’s “Wicked Game”, Kate Moss lip-syncs as a room full of strangers slowly comes to life around her: glances meet, people find one another, couples form, and eventually the dance floor becomes a place for falling in love. Gucci describes the idea with the beautiful thought that nothing is reborn quite like we are when we fall in love.
Kate Moss is firmly back in the Gucci universe: in February, she closed Demna’s first Gucci runway show in Milan in a backless glittering gown – and now she takes centre stage in “Primavera”.
At the heart of the campaign is the collection from Demna’s very first fashion show for Gucci – introducing a new vocabulary of silhouettes, textures and materials. Alongside the film, photographer Michal Chelbin created the campaign stills: intimate, emotional portraits whose compositions and poses deliberately evoke the grandeur of classical painting and the idea of a modern Renaissance.
The film was directed by Swedish director Johan Renck, whose career extends far beyond fashion film and includes music videos for Madonna, Beyoncé, Kylie Minogue and Lana Del Rey, among others. For “Primavera”, he brings fashion, music, movement and casting together in a film that is less about conventional product staging than about creating a mood: a room, a song, encounters – and the possibility of falling in love all over again.
And from a Berlin perspective, gosee.news has another good reason to take a closer look: the production also found talent at VIVA Models Berlin. Japanese model Hitomi Higashi and Lucy Nelson Lee are two exciting VIVA talents appearing in the Gucci film. Hitomi Higashi is represented internationally in cities including Paris and Tokyo, with VIVA Berlin as her mother agency.
For Hitomi, being part of the Gucci production was particularly special: “It’s an honor to be part of this film. Tremendous thanks @demna and all the @gucci team,” the model says about the project.
VIVA Models Berlin is much more than a local modelling agency. As a mother agency, VIVA develops international careers and has been a destination for distinctive personalities and international productions for decades – from established names to the next generation of new faces. One of the best-known German models associated with VIVA is, of course, the legendary Nadja Auermann.
TEAM
Starring: Kate Moss
Director: Johan Renck
DOP: Simon Chaudoir
Styling: Marie Chaix
Hair: Anthony Turner, John Allan
Make-up: Sam Visser, Onyankopon, Yuuka
Casting: Bloom Casting
Music: Chris Isaak – „Wicked Game“
GoSee LUCIE NELSON LEE & HITOMI HIGASHI at vivamodels.com
