Gucci Primavera features Alex Consani, Shawn Mendes

Gucci’s Primavera campaign is a fashion ad rollout with a wider cast than a single celebrity-fronted launch. The house published the campaign in late August on its official site, pairing a short film starring Kate Moss with still portraits of figures it said represent the “new Gucci.” Those portraits include Alex Consani, Shawn Mendes and EsDeeKid, the three names highlighted again in a September 2 X post by GalactaMag. The campaign also sits close to a larger brand transition. Gucci’s official campaign page says Primavera spotlights the collection shown in Demna’s first runway presentation for the house, linking the ad imagery to the designer’s opening chapter at the label. Outside coverage from WWD, Hypebeast and Design Scene described the campaign as a broad celebrity and ambassador lineup rather than a narrow capsule built around one face. (gucci.com) ### So what exactly did Gucci release? Gucci released two connected pieces: a short film and a series of still portraits. The official campaign page says the film was directed by Johan Renck and stars Kate Moss, while the stills were photographed by Michal Chelbin. Gucci described the portraits as intimate images in the spirit of a “modern Renaissance.” The still series includes Shawn Mendes, Alex Consani and EsDeeKid alongside Jin, NINGNING, Xiao Zhan, Tom Brady, Lee Young Ae, Tarzzan and Rico Nasty. (gucci.com) Gucci’s site lists those names directly, and several fashion outlets repeated the same roster in their campaign coverage published last week. ### Why were Alex Consani, Shawn Mendes and EsDeeKid singled out on September 2? GalactaMag’s September 2 X post circulated Primavera imagery centered on Alex Consani, Shawn Mendes and EsDeeKid, echoing the campaign’s broader cast list but narrowing attention to those three participants. (gucci.com) The post did not announce a new collection or a separate drop; it functioned as a social-media reshare of campaign visuals already tied to Gucci’s official Primavera release. (gucci.com) September 2 matters mainly as the date the images were pushed again into the social feed. The underlying campaign itself had already been reported by multiple outlets on or around August 25, when Gucci’s Primavera rollout first appeared in fashion coverage. ### How does this connect to Demna’s arrival at Gucci? Gucci’s own description makes that connection explicit. (gucci.com) The house says Primavera highlights the collection unveiled in Demna’s first runway show for Gucci and introduces what it calls a new vocabulary of silhouettes, textures and materials. That framing has been repeated across campaign write-ups. WWD said Demna’s campaign drew on Renaissance references and a cast spanning music, sport and entertainment, while V Magazine and Coveteur described the imagery as painterly and ensemble-driven. (wwd.com) ### What can actually be verified about the “most-mentioned designer” claim? Onclusive’s published analysis of Paris Fashion Week FW26 does not support the specific claim that Gucci was the most-mentioned designer across posts and media. (gucci.com) The company’s March 2026 report on Paris Fashion Week said Christian Dior commanded 56.05% brand share of voice and 17.8 million social mentions during the measured period from March 1 to March 10. (wwd.com) A separate Onclusive report on Milan Fashion Week FW26 said Tod’s, Gucci and Moschino dominated brand share of voice there, but the available public material does not show Gucci leading Paris Fashion Week across both social posts and media. Based on the sources available, that part of the story remains unverified. ### Where should readers look next? Gucci’s official Primavera campaign page remains the primary source for the cast, credits and house description. (onclusive.com) GalactaMag’s September 2 X post is the clearest public social reference for the Alex Consani, Shawn Mendes and EsDeeKid images specifically, while future Gucci campaign updates are likely to appear first on the brand’s Stories and advertising-campaign pages. (gucci.com) (onclusive.com)