Demna’s new chapter at Gucci continues with Primavera, the House’s Spring campaign and a celebration of rebirth, renewal and the transformative feeling of falling in love.

Directed by Johan Renck, the campaign unfolds through a cinematic short film set on a dance floor, where a room of strangers gradually awakens, connects and pairs off. Set to Chris Isaak’s haunting “Wicked Game,” the film captures the tension between desire, intimacy and new beginnings.

Following the designer’s much-discussed Gucci debut, Primavera feels like a natural continuation of Demna’s vision: fashion as image, emotion and cultural moment. Rather than simply presenting the Spring collection, the campaign creates a world around it—romantic, slightly mysterious and impossible to ignore.