Gucci

Gucci · Dakota Johnson for Gucci

Gucci · The Original Sinner 2026 Campaign

Gucci leans into a bold, graphic aesthetic for their latest luxury fashion campaign, The Original Sinner 2026, which masterfully bridges the gap between high-concept editorial portraiture and commercial dynamism. Featuring professional athlete Jannik Sinner, the project creates a striking visual dialogue between athletic prowess and the storied craftsmanship of an Italian fashion house. Photographer Paul Kooiker captures Sinner in two distinct modes: one utilizing controlled studio strobe techniques to emphasize the sharp, structured tailoring of a cream-white suit, and another relying on natural light to draw out the intricate textures of a dark blazer paired with a vibrant, logo-embossed tennis ball. The color palette is intentionally punchy, utilizing a stark split of green and red to mirror the brand's iconic identity while maintaining a modern, clean composition. Fashion editor and stylist Joseph Ecorchard brings a refined edge to the wardrobe choices, while hair stylist Natsumi Ebiko and makeup artist Masae Ito provide a polished, neutral intensity that centers the athlete’s gaze. This campaign reads as an intentional evolution of the brand’s visual storytelling, using sharp serif typography to anchor the movement. By merging classical portrait sensibilities with a clear commercial intent, the project demonstrates how luxury fashion houses continue to leverage high-profile partnerships to craft a contemporary, recognizable narrative that feels both sophisticated and energetic within the broader global fashion landscape.

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.

Gucci · Gucci Monte Carlo 2026 Campaign

The Gucci Monte Carlo 2026 campaign masterfully synthesizes the high-octane glamour of the Mediterranean with a sharp, contemporary edge that defines today's luxury fashion houses. Photographer Mark Seliger captures the essence of this high-fashion editorial, leaning into a sophisticated narrative that moves fluidly from the expansive, natural light of the open sea to the controlled, pristine environment of studio strobe lighting. The visual story oscillates between ethereal water-bound portraits and polished lifestyle compositions, utilizing a diverse cast that includes models like Amelia Gray and He Cong to embody the brand's evolving aesthetic. With fashion editing and styling by Marie Chaix, the imagery carefully balances minimalist silhouettes against the house’s iconic motifs, such as the signature monogram and historic horsebit hardware. The technical execution is particularly refined, employing low-key chiaroscuro techniques to heighten the drama of the jewelry close-ups while maintaining a crisp, commercial clarity in the broader campaign shots. Through this juxtaposition of slick, wet-look styling by Anthony Turner and precise, dark-hued makeup artistry by Sam Visser, the campaign functions as a seamless intersection of heritage branding and modern aspirational lifestyle. It is a calculated, glossy display of fashion photography that reaffirms the label’s dominance in visual storytelling, proving that even in the saturated world of global luxury, the power of a single, well-composed frame remains the ultimate medium for brand identity.

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.

Gucci · Gucci Monte Carlo

Gucci · Guccicore

Gucci · Gucci Generation Campaign

The Gucci Generation campaign stands as a masterclass in modern luxury fashion photography, stripping away the superfluous to spotlight the house's iconic hardware and accessories through a series of high-impact portraits. By utilizing a vibrant, saturated color palette—ranging from punchy lime green and pastel pink to deep, moody blacks—the project establishes a distinctive visual rhythm that feels both contemporary and timeless. This editorial series leans into a polished, minimalist aesthetic, where the deliberate use of studio strobe lighting serves to accentuate the rich textures of leather, faux fur, and intricate lace worn by an ensemble cast of models including Alton Mason and Mariacarla Boscono. The imagery employs a sophisticated interplay of contrast and geometry, with subjects often posed against stark blocks or pedestals to create a sculptural quality that elevates the product above mere ornamentation. With creative direction that emphasizes bold silhouettes and high-fashion editorial flair, the campaign channels a disciplined precision. The consistent application of the brand's serif typography across the center of each frame grounds the work, reinforcing the house's heritage while showcasing its evolution. From low-key, chiaroscuro-inspired shots that evoke cinematic intensity to bright, clean portraits, the series effectively merges commercial utility with a strong, directional creative vision, cementing its place as a definitive statement in current luxury fashion house marketing.

Gucci · 'Valigeria' 2023 Ad Campaign

Evoking a sense of golden-age travel and timeless sophistication, the Gucci Valigeria 2023 campaign breathes fresh life into the brand's storied heritage through a narrative steeped in cinematic luxury. Featuring actor Jungjae Lee as the central figure, the project serves as a masterclass in fashion editorial storytelling, positioning the house’s iconic monogrammed luggage not merely as accessories, but as essential companions to an elevated lifestyle. Through the expert lens of photographer and videographer Hanna Moon, the campaign utilizes a cinematic aesthetic that anchors the collection in both intimate and grand environments, from the storied corridors of The Savoy to plush, antique-filled hotel suites. The visuals lean into a rich, warm-toned palette and live-action techniques, allowing the textures of fine leather and polished hardware to take center stage. By balancing meticulous tailoring with the evocative, natural light captured in every frame, the campaign maintains a cohesive commercial polish while feeling distinctly cinematic. Each composition celebrates the art of the journey, emphasizing the interplay between the subject’s composed presence and the robust, heritage-rich design of the travel pieces. This project effectively bridges the gap between classic accessory marketing and high-end film, capturing a mood of opulent nostalgia that resonates deeply within the modern fashion landscape.

Gucci · 'Timepieces and Jewelry' 2023 Ad Campaign

Gucci continues its heritage of blending meticulous craftsmanship with contemporary luxury in the 2023 Timepieces and Jewelry ad campaign. This campaign serves as a masterclass in editorial fashion photography, where the tension between human expression and inanimate object is balanced through a precise split-composition format. Under the guidance of photographer and director Ezra Petronio, alongside art directors Ezra Petronio and Lana Petrusevych, the imagery leans into a clean, minimalist aesthetic that allows the intricate details of the collection to take center stage. Through the strategic use of macro photography and crisp studio strobe lighting, the work highlights the tactile qualities of polished gold, brushed steel, and the signature pavé diamond GG logos. The portraits, featuring talents Arina Besedina and Taemin Park, are elevated by hair styling from Paul Hanlon and makeup artistry from Thomas de Kluyver, both of whom emphasize a refined, sophisticated look that mirrors the structured tailoring of the clothing. By pairing close-up product studies with emotive character portraits, the campaign avoids the sterility of standard commercial catalogs, instead opting for a narrative flow that feels both deliberate and timeless. This visual strategy effectively showcases the jewellery and timepieces as essential accessories, positioning the brand firmly at the intersection of high fashion and technical horology while maintaining an air of aspirational elegance throughout the entire series.

Gucci · Summer 2023 Ad Campaign

For the Gucci Summer 2023 ad campaign, creative vision converges with the untamed beauty of the natural world. Under the meticulous creative direction of Tin Seoi, alongside art direction from Kevin Tekinel and Charles Levai of MAYBE Paris, the project leans into a dreamlike editorial narrative that seamlessly integrates high-fashion luxury with a lush, meadow-inspired aesthetic. Captured by photographer Leslie Zhang, the campaign utilizes soft, natural light and high-angle perspectives to transform vibrant, grass-filled landscapes into an immersive, cinematic backdrop for the house's latest collection. Featuring talent Wen Qi and Daniel Zhou, the imagery highlights a relaxed yet elevated intimacy, where structured, iconic leather handbags and monogrammed knitwear find an organic harmony among scattered white daisies and tall stalks of grass. The styling, supported by the dedicated hair and makeup artistry of Yuewen Long, Wang Liang, Lv Yuepeng, and Lu Jinwei, emphasizes a clean, sophisticated look that allows the intricate textures of bamboo hardware and floral-printed leather to pop against the verdant environment. This series masterfully balances a classic commercial sensibility with the tactile, textural depth of a modern fashion editorial, successfully positioning the collection as both a wearable statement and a celebration of seasonal, sun-drenched wonder.

Gucci · Eyewear Fall 2023 Ad Campaign

Gucci continues its evolution under creative director Sabato De Sarno with the Fall 2023 Eyewear ad campaign, a masterclass in focused, editorial minimalism. Captured through the lens of photographer and director Alasdair McLellan, the series moves away from sprawling, maximalist narratives to reclaim the intimacy of the portrait. By utilizing clean studio strobe lighting against vibrant blue and neutral grey backdrops, the campaign keeps the viewer’s attention firmly anchored to the craftsmanship of the frames. The eyewear—ranging from sharp, black acetate opticals to statement cat-eye sunglasses featuring the iconic gold GG logo—becomes the protagonist of every frame. Stylist Elodie David Touboul complements these accessories with a tactile mix of faux fur and subtle monogram patterns, creating a layered depth that feels distinctly contemporary. With hair by Paul Hanlon and makeup by Thomas de Kluyver, the imagery leans into a polished, high-fashion aesthetic that emphasizes skin texture and individual poise. Whether through individual headshots or the intimate, face-to-face pairings of models like Ni Ni, Joakim Seger, and Mathilda Gvarliani, the campaign effectively translates the brand's heritage into a concise, modern language. By stripping back the set design to its most essential elements, Gucci successfully reframes its seasonal accessories as indispensable pieces of personal identity, proving that the strongest impact often comes from the most deliberate, stripped-back visual choices.