Kate Moss has transformed into a nightclub singer for Gucci's new Primavera campaign, a short film directed by Johan Renck.
In the campaign, Moss revisits a daring black cut-out thong dress she first wore during the debut show for Gucci's new artistic director, Demna, on the Milan catwalk in February. The footage features the supermodel lip-syncing to Chris Isaak's "Wicked Game" as a group of strangers falls in love on the dance floor. Among the revelers is model Bobby Brazier, son of TV presenter Jeff Brazier and the late Jade Goody. Brazier, who also appeared in Gucci's Milan Fashion Week show, wears a skintight, glittering two-piece outfit in the video.
Demna stated that he envisioned the campaign as a music video focused on emotional awakening and the choice to embrace love again, with Gucci serving as a force that reminds people that beauty is worth the risk. The campaign also includes a photographic series by Michal Chelbin, featuring ten talents from music, film, fashion, and sports, including NFL star Tom Brady, model Alex Consani, and musician Shawn Mendes.
This campaign marks a return to modeling for Moss, who has largely stepped back from the fashion world in recent years. After selling her London mansion for £11.5 million in 2021, she has been spending most of her time at her home in the Cotswolds. She has also reportedly been exploring a career in floristry, inspired by her love for gardening.
While she lip-syncs in the video, Moss has a history of contributing vocals to music, including for Primal Scream's track "Some Velvet Morning" and songs by her ex-boyfriend Pete Doherty. Brazier, 23, made his runway debut at 16 for Dolce & Gabbana in February 2020 and has recently relocated to New York to advance his career.
There is also speculation that a Netflix docuseries profiling Moss could be in development, following similar projects about Victoria Beckham and Kylie Minogue. Ahead of the 35th anniversary of her 1992 Calvin Klein campaign, which significantly boosted her fame at age 18, a production company is reportedly pitching a profile on Moss to the streaming service.
Moss previously expressed her appreciation for a quieter life, stating in 2022 that she is happiest when tending to her country home. She bought her Cotswolds mansion for £2.5 million in 2004.
