Gucci

Feb 2025

Gucci presents the Nojum: Ramadan 2025 campaign, a series of editorial and commercial visuals set against the vast, shifting dunes of a desert landscape at sunset. Creative director Sabato De Sarno leads the visual identity of the project, focusing on the interplay between luxury house staples and the serene, warm light of the golden hour. Photographed by Prod Antzoulis, the collection captures the interplay of metallic accessories and tailored silhouettes against the natural, earthy textures of the sand. Featuring styling by Omaima Salem, the imagery leans into a polished aesthetic that emphasizes the craftsmanship of leather goods, such as bamboo-handled bags and horsebit-adorned footwear. The campaign utilizes natural light and analogue film techniques to highlight rich, reflective surfaces and the intricate details of the pieces, framing them within a landscape that feels both quiet and expansive.

Vertical, Commercial, Warm, Golden Hour

Natural light

Luxury Fashion Houses

Sand Dunes

Advertising Campaign