10 Magazine

Mar 2026

In a vivid exploration of contemporary identity, the GUCCI: LOVE editorial for 10 Magazine masterfully recontextualizes high-fashion silhouettes within the gritty, lived-in reality of Milan. Under the discerning eye of Editor-in-Chief Sophia Neophitou, the project moves beyond traditional luxury aesthetics to lean into an urban, almost cinematic vernacular. Photographer Cedric Buchet utilizes natural light to bridge the gap between the opulent, sequined floral patterns of the collection and the weathered, graffiti-streaked architecture of the city. By framing model Yoni Tjin through the textured glass of classic telephone booths, the imagery evokes a reflective and moody atmosphere that challenges the static nature of standard campaign photography. The collaboration benefits immensely from the meticulous work of hair stylist Hiroshi Matsushita and makeup artist Pep Gay, whose application of metallic sequins around the eyes adds an ethereal, tactile layer to the portraits. With casting by Arianna Pradarelli, the project captures a series of intimate moments that highlight the juxtaposition between heavy faux fur, delicate silk headscarves, and the raw urban environment. Through this lens, the editorial functions as a sophisticated dialogue between heritage luxury fashion and modern street culture, ensuring each frame feels like a candid, high-concept narrative rather than a simple product showcase. It is a striking testament to how editorial minimalism can elevate even the most voluminous and complex garments into essential, emotive visual storytelling.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion