It’s not summer without Gucci. And the House is welcoming the season in style with Gucci Lido, its vibrant new campaign. Inviting you to slow down and bask in Italy’s coastal lidos, it is a celebration of summer’s best moments. Starring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson, the visuals are a joyful expression of play.
Shot through the candid, cinematic lens of photographer Jim Goldberg, the campaign moves like a cherished memory evolving in motion. A sun-drenched narrative is told through the American artist’s signature style (think intimate stills and handwritten notes).
A complementary film by Rubberband brings the visuals to life. Set against a colourful backdrop, Gucci’s summer wardrobe shines. Iconic handbags, including the Softbit, GG Marmont, and Bamboo 1947, are reborn in summery raffia, wicker and crochet. Other highlights include the new Gigi suede loafers and ocean-hued Re-Web sneakers, which promise comfort while exploring. Oversized totes and featherlight cottons, meanwhile, reflect the airy ease of coastal dressing.
Gucci Lido is not just a campaign – it serves as a reminder of what summer should be. It evokes a time of connection, to yourself, to your loved ones and to new destinations. With new GG Monogram denim, sun-dappled Flora prints, shimmering Interlocking G jewellery, and fresh Gucci Eyewear, the House has put together a wardrobe that will echo in the memories you’re about to make.
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