GUCCI'S PRIMAVERA CAMPAIGN PUTS ASIAN STARS AT ITS CENTRE

Demna's first advertising campaign for Gucci arrived in August under a deceptively soft title: Primavera, Italian for spring, borrowed from Sandro Botticelli's Renaissance painting of the same name.

The campaign, photographed by Michal Chelbin as ten individual portraits, gathers a genuinely global cast Tom Brady, Shawn Mendes, Alex Consani, Rico Nasty and EsDeeKid among them built around emotional awakening rather than a single unifying look.

At its centre sit three of Gucci's global brand ambassadors: BTS' Jin, aespa's Ningning and Chinese actor Xiao Zhan, joined by veteran actress Lee Young Ae. Half the cast is Asian, a ratio that would have been newsworthy on its own a few years ago and now reads as simply how Gucci does business under its new creative direction.

Demna has described wanting the campaign to feel "conceived as a music video" - and with a Kate Moss-led short film built around Chris Isaak's 'Wicked Game' anchoring the release, that's more or less exactly what it is.