Gucci

Jun 2025

The GG Monogram campaign from Gucci channels a sophisticated yet candid aesthetic, seamlessly blending luxury fashion with an aspirational, sun-drenched lifestyle narrative. Under the creative guidance of art director Riccardo Zanola, the project leans into editorial minimalism, utilizing natural light and cinematic flash photography to elevate the brand's iconic monogram canvas and signature green-and-red web detailing. Director Harrison Boyce and photographer Daniel Arnold capture a sense of effortless movement, placing high-end travel accessories and handbags within breezy coastal settings, bustling urban storefronts, and marina docks. The campaign features models Emily Ratajkowski and Kit Butler, whose relaxed presence reinforces the brand's pivot toward an elevated vacation-inspired atmosphere. Stylist Virginie Benarroch complements the structured, premium quality of the leather goods with textures of silk and denim, while hair by Benjamin Muller and makeup by Aurore Gibrien maintain a polished, effortless allure. By integrating macro studio shots that highlight the intricate craftsmanship of the metallic hardware and canvas textures with expansive lifestyle imagery, the campaign successfully positions the collection as an essential component of a curated, modern wardrobe. This blend of technical precision and atmospheric storytelling captures the essence of the house, grounding heritage motifs in a contemporary, globally mobile reality that feels both timeless and distinctly relevant.

Commercial, Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion