Gucci

Jul 2023

For the Gucci Summer 2023 ad campaign, creative vision converges with the untamed beauty of the natural world. Under the meticulous creative direction of Tin Seoi, alongside art direction from Kevin Tekinel and Charles Levai of MAYBE Paris, the project leans into a dreamlike editorial narrative that seamlessly integrates high-fashion luxury with a lush, meadow-inspired aesthetic. Captured by photographer Leslie Zhang, the campaign utilizes soft, natural light and high-angle perspectives to transform vibrant, grass-filled landscapes into an immersive, cinematic backdrop for the house's latest collection. Featuring talent Wen Qi and Daniel Zhou, the imagery highlights a relaxed yet elevated intimacy, where structured, iconic leather handbags and monogrammed knitwear find an organic harmony among scattered white daisies and tall stalks of grass. The styling, supported by the dedicated hair and makeup artistry of Yuewen Long, Wang Liang, Lv Yuepeng, and Lu Jinwei, emphasizes a clean, sophisticated look that allows the intricate textures of bamboo hardware and floral-printed leather to pop against the verdant environment. This series masterfully balances a classic commercial sensibility with the tactile, textural depth of a modern fashion editorial, successfully positioning the collection as both a wearable statement and a celebration of seasonal, sun-drenched wonder.

Lifestyle, Commercial, Commercial

Natural light

Luxury Fashion Houses, Fashion