Kate Moss lip-syncs Wicked Game in Gucci’s new campaign film

Gucci has unveiled Primavera, a fashion campaign built around a short film in which Kate Moss lip-syncs to Chris Isaak’s 1989 track Wicked Game, directed by Johan Renck.

The film is the first major campaign under creative director Demna since his debut runway show for the house this year, and sets the tone for a wider push spanning global stars from sport, music and film.

Renck’s film opens in a bare, red-lit hall where strangers dressed in the new collection wait before pairing off and drifting toward a dance floor. Moss, performing Isaak’s song of longing and unease, becomes the emotional centre of a story about attraction rather than spectacle: a shift in tone from the confrontational styling that defined Demna’s earlier work at Balenciaga.

Alongside the film sits a portrait series shot by Michal Chelbin.

The wider cast includes Tom Brady, Shawn Mendes, Alex Consani, Rico Nasty and members of K-pop acts BTS and aespa, assembled, Gucci says, to reflect a house “in transformation.”

It lands amid a run of starry fashion films this past year, including Olivia Colman’s Burberry campaign and Moncler’s De Niro reunion, as luxury houses reach for recognisable faces and needle-drop soundtracks to cut through a crowded feed.

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