Gucci

May 2025

Gucci continues its exploration of sport-inspired luxury with the Tennis 2025 ad campaign, a project that seamlessly fuses high-fashion aesthetics with the nostalgic charm of classic court side attire. Under the strategic vision of art director Riccardo Zanola and the sharp creative lens of director Colin Solal Cardo, the campaign leans into a refined palette of crisp whites, signature brand stripes, and rich, earthy textures. Stylist Virginie Benarroch elevates the athletic silhouettes, ensuring each piece—from pleated mini skirts to vintage-style knit vests—reads as both performance-ready and decidedly editorial. The visuals utilize soft natural light to emphasize the premium materials, while the deliberate use of portrait and lifestyle compositions captures the relaxed confidence of the brand’s muse. Whether set against the vibrant red clay of a tennis court or within the quiet corners of a clubhouse, the campaign channels a sophisticated, summery mood. The work expertly balances commercial appeal with an elevated sensibility, utilizing minimalist framing and high-contrast environments to highlight the intricate details of the apparel and accessories. By placing the subjects in authentic sporting environments, the collection feels grounded yet aspirational, proving that the house's storied heritage remains firmly planted in the modern world of style.

Commercial, Commercial, Editorial, Lifestyle, Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion