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.

Lifestyle, Commercial

Underwater, Natural light

Luxury Fashion Houses, Fashion