Red jacket hanging on a wooden hanger against a wall with sample pieces and a yellow department sign

Round metallic buttons scattered inside a red plastic storage bin on a textured red surface

Floral fabric piece placed atop overlapping white paper garment patterns with handwritten notes.

Two models wearing dark waxed jackets with floral collar overlays outdoors against a rolling landscape under a clear sky.

Two people holding hands walking away down an asphalt path wearing dark waxed jackets with floral hoods for Gucci Continuum x Barbour.

Model in floral print shirt holding a white handbag above head against a clear blue sky

Young man wearing a green wax jacket and blue turtleneck sweater outdoors against a hilly landscape and blue sky background.

Bald man in dark t-shirt cutting floral patterned fabric with shears on a large wooden work table in a workshop

Two people holding up large patterned fabric sheets featuring floral and horse head prints in a factory setting.

Model in dark patterned coat leaning forward in a grassy upland landscape holding a brown leather handbag with bamboo handle

Model wearing a black quilted coat and holding a brown leather handbag outdoors in a hilly grassy landscape under a blue sky.

Model in floral jacket holding a white handbag overhead against a blue sky

Two people holding hands walking away on a paved road through rolling hills, wearing dark jackets and tall boots.

Model in a red jacket and tall black boots walking through a grassy moorland landscape under an overcast sky.

Smiling woman with dark hair wearing a red corduroy jacket against a hillside and blue sky

An older woman in a black uniform top holding up a white floral patterned jacket in a tailoring workshop.

Gucci Continuum, Barbour 2023 Ad Campaign 2023

About

The 2023 ad campaign for the collaboration between luxury fashion house Gucci and heritage brand Barbour masterfully bridges the gap between industrial craftsmanship and high-end pastoral elegance. Under the vision of Gucci creative director Sabato De Sarno, the campaign eschews typical glossy artifice for a narrative rooted in the tactile process of garment creation. Through the lens of photographer Osma Harvilahti, the project oscillates between intimate reportage in the workshop and sweeping editorial lifestyle photography set against rugged, rolling moorlands. The visual storytelling leverages natural light to emphasize the rich textures of waxed cotton, corduroy, and intricate botanical prints, grounding the collection in a grounded, authentic atmosphere. Stylist Luca Galasso creates a balanced tension between the utilitarian heritage of Barbour and the elevated, artistic sensibility of Gucci, while hair by Ramona Eschbach and makeup by Petros Petrohilos lean into a naturalistic aesthetic that reinforces the connection to the outdoors. By alternating between behind-the-scenes glimpses of pattern cutting and cinematic portraits of models traversing vast rural landscapes, the campaign effectively showcases the heritage of both brands. Using techniques like reportage and editorial minimalism, the project celebrates the raw materials and design phase, transforming the act of manufacturing into a sophisticated dialogue between history and contemporary luxury fashion.