Gucci and Kate Moss one-up the trend towards human-led creative

Gucci's ‘Primavera’ campaign offers a luxury take on the recent ‘human-led’ creative trend.

Directed by filmmaker Johan Renck (Chernobyl, David Bowie, Madonna), the film sees Kate Moss lip-syncing to Chris Isaak's ‘Wicked Game’, a song about longing and desire, originally carried by a black and white video starring Isaak and Helena Christensen that itself read as a luxury ad.

‘Keep it simple, stupid’ seems to be the order of the day.

Which, we assume, is why we’ve been inundated with efforts from KFC, Twix, and Supercell, depicting classically human activities (in these cases, ventriloquism and singing).

Now it’s Gucci and Renck’s turn, and who better to pull it off than Kate Moss?

The model moves with ease and nonchalance, lip-syncing to the classic tune to show the power of music, in case you forgot about such simple pleasures in the age of AI.

The song choice, an achingly hip fashion hint at something beautiful and unattainable, and Gucci wisely allows one of fashion's most iconic faces to carry the narrative.

In an era where brands chase authenticity through creators and influencers, Primavera demonstrates that time-proven art forms, like music, and time-proven stars, like Moss, are a winning formula.