Gucci summer is upon us. A poetic ode to the season inspired by the unique charm of Italy’s coastal shores. This vision comes to life in the House’s new Lido campaign, a celebration of the slow life and the subtle beauty of escaping daily reality. While the campaign marks Daisy Edgar-Jones’ official debut as a Gucci face, she is joined by fellow actors David Jonsson and Aliocha Schneider, all embodying the campaign's spirit of sun-drenched ease and joyful spontaneity.
Photographed by the eye of Jim Goldberg, the campaign unfolds with the actors embodying a relaxed elegance, showcasing breezy and effortlessly chic looks from the brand. These ensembles range from the GG monogram adorning denim garments and stylish one-piece swimsuits to the easygoing charm of striped bowling shirts and lightweight cotton separates.
Adding a unique layer to the visual narrative, Goldberg's signature handwritten reflections are interwoven with the cinematic imagery, creating an immersive experience that captures the subtle beauty of summer escapes — the interplay of sunlight, gentle sea breezes, and spontaneous, joyful vibe, something that Gucci is great at.
In this ode to Italy's captivating coastal shores, the House reimagines its signature bag lines for the summer months. The Gucci Softbit, GG Marmont, and Bamboo 1947 models are refreshed with textures like raffia, wicker, and delicate crochet detailing. The collection embraces the season with the introduction of new Gigi loafers in soft suede, a range of stylish eyewear, and Interlocking G jewellery, all echoing the warmth and softness of summer attire. Ocean-hued dresses, oversized tote bags, breezy cottons, and the Flora motif complete the collection, painting a picture of casual sophistication perfect for an endless Italian outfit.
