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At Gucci, family has never been a simple word. It means dynasty, myth, inheritance, scandal, reinvention, glamour, and the strange ability of a house to keep changing faces while still looking unmistakably like itself.
Now, under Demna, that idea becomes a cast. For Fall/Winter 2026, Gucci expands its new universe with a campaign photographed by Michal Chelbin, bringing together a deliberately unlikely group of personalities including Tom Brady, Alex Consani, EsDeeKid, and Shawn Mendes. Together, they turn the house’s latest chapter into something between a fashion campaign, a family album, and a casting call for contemporary fame.
The casting is the point. Tom Brady, a seven-time Super Bowl champion, enters the Gucci world not as an obvious fashion insider, but as a figure of discipline, performance, American mythology, and controlled masculinity. Alex Consani brings model-world electricity and internet-era charisma. EsDeeKid adds a darker, more underground cultural charge, while Shawn Mendes gives the campaign its polished pop magnetism.
That mix feels very Demna. Since arriving at Gucci, he has been less interested in a single polished idea of luxury than in archetypes: characters, uniforms, social roles, contradictions, and the ways people use clothes to become legible. Gucci becomes less a brand family in the sentimental sense and more a theatrical system where everyone plays a part.
The campaign follows Brady’s runway appearance at Gucci’s Times Square show in May, a moment that already signalled Demna’s appetite for spectacle outside the traditional fashion circuit. Placing one of American sport’s most recognisable figures inside Gucci’s visual language is a clever kind of disruption: the football body translated into leather, tailoring, and fashion image.
There is also a shift in tone here. Demna has described this Gucci collection as offering a less aggressively fashion-forward wardrobe, something closer to a range of options for how people actually dress now. That idea feels present in the campaign’s tension between formal and casual, celebrity and character, performance and wearability.
Photos: Gucci