Gucci
Gucci's cinematic luxury fashion, iconic monogram campaigns, and high-end editorial portraits
Featured Gucci projects
This week's top Gucci projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Gucci · Cruise 2027 Ad Campaign
Gucci’s Cruise 2027 campaign, under the creative direction of Demna, presents a series of high-fashion portraits set against the bustling streetscapes of New York City. The project leans into an editorial narrative, blending the polished aesthetics of luxury apparel with the candid movement of an urban environment. Photographer Peter Funch captures models Timo Pan and Alla Kostromichova alongside an ensemble cast, navigating sidewalks and intersections filled with local traffic and traditional architecture. The collection features tailored outerwear, leather separates, and accessories, defined by clean, natural light and a warm color palette. Casting director Piergiorgio Del Moro rounds out the production, which utilizes a horizontal editorial framing to maintain an authentic, street-level perspective.
Project Gucci · Fall 2026 Ad Campaign
Gucci’s Fall 2026 ad campaign, captured by photographer Peter Funch, unfolds across the streets of New York City. The project leans into a candid, documentary-style narrative that follows an ensemble of models as they navigate the urban environment, incorporating both tailored luxury apparel and relaxed layering. Developed under the creative direction of Demna, the campaign utilizes a clean editorial aesthetic defined by its natural light and sharp street-style framing. The visual language emphasizes movement and daily city life, featuring varied textures—from leather and denim to shearling and satin—set against the backdrop of iconic city architecture. Casting direction for the campaign was led by Piergiorgio Del Moro, with models including Timo Pan and Alla Kostromichova.
Gucci · Beauty and The Bag
Gucci’s latest project, Beauty and The Bag, presents a high-fashion narrative featuring talent Ningning. Directed and photographed by Mert Alas and Marcus Piggott, the campaign captures a cinematic urban atmosphere through striking editorial framing. The project integrates distinct city backdrops with high-fashion accessories. The visual language relies on dynamic lighting to contrast the subjects against the metropolitan environment, featuring specific hair styling by Mustafa Yanaz and dramatic smokey eye makeup by Sam Visser. Haley Wollens oversees styling, while Partner Films provides production support for this live-action vertical film.
Project Gucci · Dakota Johnson for Gucci
Gucci presents an editorial campaign featuring actor Dakota Johnson, captured by photographer Su Mustecaplioglu. The series leans into a monochromatic aesthetic, utilizing clean lines and architectural settings to frame the collection's tailoring and eveningwear. Techniques such as analogue film and chiaroscuro lighting emphasize the texture of the garments and the geometric shadows within the environment. The project is led by fashion stylist Jamie Mizrahi, with hair by Mark Townsend and makeup by Georgie Eisdell, focusing on a polished, natural finish.
Project Gucci · Fall-Winter 2026 Campaign
The Gucci Fall-Winter 2026 campaign serves as a sophisticated showcase for the brand's latest luxury eyewear and seasonal tailoring. Captured in a series of close-up studio portraits, the collection highlights structural silhouettes and metallic accents through a minimalist lens. Photographer Mark Seliger utilizes hard light and beauty lighting techniques to emphasize the interplay between high-contrast textures and polished accessories. Art direction by Riccardo Zanola establishes a consistent visual language, pairing oversized outerwear with crisp, clean composition. The imagery is defined by a polished aesthetic and high-key treatment, centering on the craftsmanship of the eyewear range against stark, seamless white backgrounds.
Project Gucci · Horsebit Fall 2026 Ad Campaign
Gucci’s Horsebit Fall 2026 campaign spotlights the brand’s iconic hardware through a series of polished fashion and jewellery portraits. Photographed by Carlijn Jacobs with styling by Marie Chaix, the imagery leans into a moody, high-contrast aesthetic that draws out the metallic luster of the collection’s gold and stainless steel pieces. The series channels a refined, tactile visual language, utilizing directional studio lighting to emphasize fine textures—from the shimmer of pavé-set diamonds and smooth gold links to the depth of velvet and woven fabric backdrops. Creative direction by Demna and the agency Baron & Baron anchors the campaign in a clean, minimalist frame. Supporting the visual narrative are hair stylist Olivier Schawalder and makeup artist Janeen Witherspoon, who bring a high-gloss finish to the human elements of the shoot. The campaign captures a balance between product-focused macro studies and stylized editorial portraiture.
Project Gucci · Gucci 'The Primavera' 2026 Ad Campaign
Gucci’s 'The Primavera' 2026 campaign leans into a nostalgic, interior-focused aesthetic, blending ornate vintage set design with contemporary minimalism. Photographed by Michal Chelbin with art direction by Riccardo Zanola, the series captures a diverse ensemble—including Xiao Zhan, Jin, NINGNING, Tom Brady, and Shawn Mendes—within layered, tactile environments featuring floral damask, velvet upholstery, and pastoral backdrops. Executing a moody and intimate visual language, the campaign utilizes soft light and deliberate typography to anchor each portrait. The imagery moves through varied textural palettes, from pastel-toned minimalist studio settings to lush, retro-inspired rooms. Produced under the creative direction of Demna, the collection emphasizes a blend of high-fashion structure and relaxed, lived-in silhouettes.
Gucci · Primavera
In a masterclass of atmosphere and controlled tension, the Gucci Primavera project redefines the traditional luxury fashion house campaign through a lens of quiet, cinematic ambiguity. Directed by Johan Renck, the film rejects the hyper-glamour of the runway, instead opting for a moody, retro-inflected narrative that feels plucked from a mid-century drama. The setting—a dimly lit, mid-century modern room characterized by deep wood tones and a vibrant, lush green carpet—acts as a grounding stage for an eclectic ensemble, including a standout appearance by Kate Moss. By leaning into the mundane, such as the casual act of a young person blowing a gum bubble amidst an air of palpable anticipation, the project utilizes a live-action technique to breathe human imperfection into high-end branding. The aesthetic is heavily editorial, utilizing soft, focused lighting to accentuate the juxtaposition between the sharp, formal black suits of the subjects and the quirky, nostalgic backdrop of a retro waiting area. This approach creates an immersive experience that feels less like a commercial and more like an enigmatic short film, perfectly capturing a sense of boredom and elegance that has become synonymous with the evolving visual language of modern luxury fashion. Every frame resonates with a deliberate, sophisticated stillness that demands the viewer linger on the details.
Project Gucci · Gucci Primavera F/W 2026 Campaign
The Gucci Primavera F/W 2026 campaign marks a deliberate departure into the atmospheric depths of luxury fashion, blending a high-concept aesthetic with the brand's unmistakable heritage. Shot through the lens of photographer Michal Chelbin, the campaign leverages a low-key chiaroscuro lighting technique that emphasizes texture and shadow, grounding the collection in a distinctively retro sensibility. Under the vision of art director Riccardo Zanola and the sharp editorial styling of Marie Chaix, the imagery moves away from traditional glossy portraits, favoring a moody, raw intensity that feels both intimate and intentionally staged. The casting, curated by Piergiorgio Del Moro, bridges the gap between global celebrity and high-fashion modeling, as seen in the striking presence of Hanni, whose portrayal perfectly anchors the collection against the backdrop of dark, textured interiors. Stylist Anthony Turner and makeup artist Sam Visser contribute to a visual narrative that leans into a grounded, almost analogue film aesthetic, effectively utilizing typography to disrupt the composition of each square frame. By synthesizing these elements, the campaign creates a compelling dialogue between the voluminous silhouettes of the pieces and the stark, moody environments they inhabit. This project successfully reinforces the house's evolution, proving that even with high-octane branding and prominent logos, the power of a deliberate, cinematic approach remains the ultimate currency for modern luxury fashion houses.
Elle, Gucci · I Will Survive
In the vibrant collision of high fashion and musical nostalgia, the I Will Survive project by Elle x Gucci serves as a rhythmic exploration of performance and identity. This music, media and entertainment piece leans into a cinematic visual language, weaving together a series of karaoke vignettes that capture the raw, uninhibited joy of personal expression. Production house GREATERGOOD skillfully maneuvers through various retro-inspired environments, ranging from moody, neon-drenched lounges to theatrical stages framed by heavy red curtains. The aesthetic is defined by a deliberate use of live-action technique, interspersed with subtle VFX and visual effects that layer in an element of surrealism, such as floating orange spheres and vintage television interfaces. Every frame feels meticulously curated, with subjects adorned in expressive, eclectic Gucci-inspired tailoring that highlights the intersection of modern luxury and vintage-style sensibilities. By utilizing low-key lighting and circular lens framing, the production achieves a lo-fi, documentary feel that honors the grit of real-world environments while maintaining a polished editorial edge. The final product reads as a playful yet sophisticated ode to the enduring power of music, using the contrast between dramatic stage lights and intimate, shadowy pockets to keep the viewer anchored in an atmosphere that is equal parts glamorous and intimately grounded in human experience.
Project Gucci · 'Gucci Monte Carlo Second Chapter' 2026 Ad Campaign
The Gucci Monte Carlo Second Chapter campaign serves as a masterclass in modern luxury fashion advertising, seamlessly bridging the gap between historical glamour and contemporary edge. Under the creative direction of Demna and the precise art direction of Riccardo Zanola, the project utilizes the sun-drenched backdrop of the Mediterranean to frame a collection defined by both structural rigor and fluid elegance. Photographer Mark Seliger captures a series of images that oscillate between high-end editorial minimalism and cinematic storytelling, leaning into a sophisticated palette that emphasizes the tactile contrast between leather, sequins, and signature house motifs. The ensemble cast, including Anok Yai, Amelia Gray, and Tian Xi Wei, brings a dynamic energy to the compositions, whether posed against the intricate architectural details of a classic villa or amidst the moody, intimate interiors of a luxury hotel suite. Through the integration of natural light and carefully placed cinematic flash, the campaign explores themes of travel and aspirational living. Expert styling by Marie Chaix, coupled with Anthony Turner’s hair and Sam Visser’s makeup, ensures each frame feels curated yet authentic. By blending these diverse settings—from coastal beaches to opulent parquet-floored parlors—the campaign establishes a cohesive visual language that remains firmly rooted in the brand’s heritage while pushing a bold, forward-looking aesthetic that is unmistakably relevant within the current luxury landscape.
Project Gucci · Summer 2026 Ad Campaign
The Gucci Summer 2026 ad campaign serves as a masterclass in luxury fashion house branding, effortlessly blending high-octane glamour with a sun-drenched Mediterranean aesthetic. Under the precise creative direction of Bureau Future, the campaign captures a sense of elevated escapism, anchored by the lens of photographer Mark Seliger. Through a collection of editorial and commercial imagery, the narrative spans from minimalist studio portraits utilizing sharp studio strobe lighting to expansive, cinematic outdoor shots set against the backdrop of the open ocean. The visual language relies heavily on natural light to emphasize the rich textures of the collection, ranging from intricate floral embroidery and leather accessories to shimmering crystal-embellished jewelry. Featuring a diverse ensemble of models, including Anok Yai and Amelia Gray, the project leans into a sophisticated lifestyle approach, where the juxtaposition of vibrant summer prints and structured silhouettes creates a clean, intentional aesthetic. Whether capturing the subtle reflection of a pool or the raw movement of sea foam against a rocky shore, the campaign utilizes a live-action technique that makes the luxury pieces feel tactile and aspirational. By marrying the brand’s heritage monogram details with a contemporary, high-fashion sensibility, the campaign achieves a cohesive look that is both timelessly elegant and distinctly modern in its execution, successfully grounding the house’s seasonal identity within the broader, sun-filled lexicon of global luxury travel.
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