Gucci

Apr 2025

Gucci channels a sense of breezy, Mediterranean nostalgia in its Lido Spring 2025 ad campaign, a project that seamlessly blends high-end fashion photography with the intimate, lo-fi aesthetic of a summer scrapbook. Under the creative direction of Riccardo Zanola, with directors Jason Sondock and Simon Davis of Rubberband and lens work by photographer Jim Goldberg, the campaign leans into a candid, cinematic language that feels both aspirational and deeply personal. The visuals, heavily utilizing natural light and 35mm film techniques, capture models Aliocha Schneider, Daisy Edgar-Jones, and David Jonsson in moments of quiet coastal luxury. The styling by Virginie Benarroch, paired with hair by Lukas Tralmer and makeup by Jo Baker and Christelle Cocquet, emphasizes a relaxed elegance that highlights vibrant Gucci-branded accessories against a backdrop of deep blue seas and rugged hillsides. Beyond the fashion, the campaign is defined by its distinct post-production approach, where hand-drawn, scribbled lettering and playful borders create a postcard-like narrative. This commercial lifestyle project feels less like a traditional advertisement and more like a captured memory, utilizing editorial minimalism to ground the luxury brand in a relatable, sun-drenched reality. Through its clever juxtaposition of high-gloss fashion and raw, analogue textures, the campaign successfully translates the spirit of summer leisure into an evocative and highly memorable visual story.

Lifestyle, Commercial

Natural light

Luxury Fashion Houses, Fashion