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.