Gucci

Jan 2025

For the Gucci Spring 2025 Ad Campaign, creative director Sabato De Sarno channels a narrative of refined intimacy and quiet sophistication, masterfully brought to life through the lens of director and photographer Xavier Dolan. This luxury fashion campaign eschews the high-octane energy often associated with seasonal launches, instead favoring a cinematic, introspective atmosphere that feels both nostalgic and distinctly contemporary. Set within wood-paneled, vintage-inflected interiors, the imagery utilizes soft, natural light and occasional low-key chiaroscuro techniques to highlight the rich, tactile textures of the collection, from fringed outerwear to the signature bamboo-handled handbags. The presence of actors Yara Shahidi and George MacKay adds a layer of genuine emotional depth, as they occupy the frame with a contemplative stillness that elevates the commercial focus into a piece of visual storytelling. With art direction by Riccardo Zanola and styling by Francesca Burns, the campaign leans into a muted, earthy color palette that emphasizes the meticulous craftsmanship of the pieces. Through the creative collaboration with hair stylist Jawara and makeup artist Aaron de Mey, the aesthetic achieves a polished editorial minimalism. This project stands as a testament to the power of deliberate, moody composition, creating a lingering sense of atmosphere that perfectly encapsulates the house's evolved vision for the season.

Lifestyle, Cinematic, Editorial

Natural light

Luxury Fashion Houses, Fashion