Kate Moss has transformed into a nightclub singer for Gucci's new Primavera campaign, reprising a striking black thong dress she first wore on the fashion house's Milan runway in February. The dress was featured in the debut show for Gucci's new artistic director, Demna.
For the campaign's short film, directed by Johan Renck, Moss lip-syncs to Chris Isaak's "Wicked Game" as strangers fall in love on a dance floor. While miming in the video, Moss has a history of singing, having provided vocals for Primal Scream's "Some Velvet Morning" and songs by her ex-boyfriend Pete Doherty.
Among the dancers in the film is Bobby Brazier, son of television presenter Jeff Brazier and the late Jade Goody. Brazier, an up-and-coming model, also appeared in Gucci's February Milan Fashion Week show and wears a skintight, glittering two-piece outfit in the campaign video. Brazier made his runway debut at the Dolce & Gabbana show in February 2020 and has since relocated to New York to advance his career.
The short film is accompanied by a photographic campaign by Michal Chelbin, featuring ten individuals from various fields including music, film, fashion, and sports. Notable talents in the campaign include NFL star Tom Brady, American model Alex Consani, and musician Shawn Mendes.
Demna stated that the campaign was conceived as a music video focused on "emotional awakening and choosing to feel love again," aiming to present Gucci as a force that reminds people "that beauty is worth the risk" and ultimately encourages falling in love anew.
This campaign signifies a return to modeling for Moss, who has reduced her public appearances in recent years. After selling her London home for £11.5 million in 2021, she has been spending most of her time at her Cotswolds residence. Sources suggest she is exploring a career in floristry, inspired by her passion for gardening at her countryside home.
Moss purchased her countryside mansion in Little Faringdon for £2.5 million in 2004. She has previously expressed a preference for a quieter life, stating in 2022 that pottering around her country home makes her happiest.
There is also speculation that a Netflix docuseries profiling Moss could be in development, following the success of similar specials on Victoria Beckham and Kylie Minogue. Ahead of the 35th anniversary of her breakthrough 1992 Calvin Klein campaign, a production company is reportedly proposing a profile on the supermodel to the streaming service.
