Gucci

Apr 2024

Gucci’s Lido Spring 2024 campaign is a masterclass in atmospheric luxury, channeling the vibrant, sun-drenched hedonism of Italian coastal living. Under the creative direction of Sabato De Sarno, the campaign leans into a refreshing aquatic narrative, capturing the collection through a dreamlike, cinematic lens that blurs the line between high-fashion editorial and lifestyle imagery. Director Marcell Rev and photographer Anthony Seklaoui utilize the refractive, fluid nature of water to create a surrealist playground where the brand’s signature monogrammed accessories and seasonal footwear appear suspended in a shimmering, ethereal environment. By weaving natural light with the stark, vibrant blue of the swimming pool, the execution emphasizes textural contrasts—from the grit of wet skin and slicked-back hair to the polished sheen of chunky gold hardware and refined leather goods. Stylist Alastair McKimm brings a cohesive, elevated edge to the resort wear, while the casting of models such as He Cong and Aboubakar Konte anchors the project in a contemporary, effortless elegance. The resulting imagery, punctuated by the subtle interplay of caustic light patterns, offers a masterfully curated look at luxury vacation styling. It is a bold departure from static product shots, instead opting for a dynamic, multi-sensory experience that feels both aspirational and deeply immersive, perfectly embodying the spirit of the Gucci Lido collection.

Vertical, Warm, Commercial

Underwater, Natural light

Luxury Fashion Houses

Outdoor Pool

Advertising Campaign