Gucci’s New Campaign Blends Timeless Style With Coastal Romance

Time slows down, colours deepen, and the typical rush of life gives way to something grounded yet full of possibilities as the House presents its new Gucci Lido campaign. Gucci Lido embodies the serene poetry of escape captured in sunlight, ocean air, and unplanned moments, drawing inspiration from the legendary appeal of Italy’s coastal lidos. With his unique mix of written thoughts and candid stills, photographer Jim Goldberg creates a cinematic frame for the season.

The campaign, which stars Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson, is a visual story that seamlessly transitions from a Mediterranean coastline to a private garden villa and the calm silence of the coastline. There is no script, only flow: friends arriving, laughter echoing, tranquil boat rides, and the gentle rhythm of the sea meeting the rocks in quiet repose. Each moment lingers just long enough to be remembered, shaping a story that will echo long after the season fades, always holding the promise to begin again.

 

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This season, the campaign features signature handbag lines of Gucci Softbit, GG Marmont, and Bamboo 1947 in raffia, wicker, and crochet. The new Gigi loafers, crafted in suede, with shades of blue abundant in the collection on oversized totes to the Gucci Re-Web sneaker. The collection also features lightweight cottons, GG Monogram denim, and the iconic Flora motif , complemented by new Gucci Eyewear styles and Interlocking G jewelry that shimmer with the season’s lightness.

The Rubberband-directed campaign video enhances the images by adding movement and a sense of realism. It feels like a summer in motion because to its flowing lines, vivid colours, and airy textures. The Gucci Softbit, GG Marmont, and Bamboo 1947 are reimagined this season using seasonal fabrics and come in raffia, wicker, or crocheted, adding ease and spontaneity.

While a gradient of ocean blues permeates accessories and sneakers, from the Gucci Re-Web sneaker to oversized totes, the new Gigi loafers, made of suede, give grounded elegance. The classic Flora motif, lightweight cottons, and GG Monogram jeans all exude a laid-back sophistication that is enhanced by new Gucci eyewear designs and Interlocking G jewellery that gleam with the warmth and lightness of the season.

Credits

• Artistic Director: Riccardo Zanola
• Directors: Rubberband. – Jason Sondock & Simon Davis
• Photographer: Jim Goldberg
• Stylist: Virginie Benarroch
• Make Up Daisy Edgar-Jones: Jo Baker
• Make Up Aliocha Schneider, David Jonsson: Christelle Cocquet
• Hair: Lukas Tralmer
• Talents: Aliocha Schneider, Daisy Edgar-Jones, David Jonsson

Music

“Long Yoshimatsu, Takashi ‘And Birds Are Still …, Op. 72’
Performed By Manchester Camerata – Orchestra & Fujioka, Sachio – Conductor
© Chandos Music Limited World Excluding Japan, Japan Arts For Japan Only
Licensed Courtesy Of Chandos Records