Gucci Primavera: And We Shall Dance Again

About this advertising video

In Gucci’s new film, a room full of strangers gradually comes alive through love, music and a collection that opens Demna’s first chapter at the house. A room waking up Kate Moss lip-syncs to Chris Isaak’s “Wicked Game” among people who seem suspended in time. At first, each person remains isolated in the room, but the song slowly breaks through that stillness: glances meet, bodies shift and strangers begin to notice one another. As the music unfolds, the group comes alive, and the dance floor becomes the setting for a shared transformation and the first signs of intimacy. Romance in motion Directed by Johan Renck, the film creates a romantic, emotionally heightened atmosphere in which stillness gives way to gesture and connection.