Gucci unveils its evocative Spring/Summer 2025 campaign, Where the Light Finds Us, a poetic exploration of light, shadow, and human connection. Conceptualised by creative director Sabato De Sarno and brought to life by acclaimed filmmaker Xavier Dolan, the campaign delves into the fleeting moments where light unveils hidden depths. Starring actress Yara Shahidi and actor George MacKay, the narrative captures their encounter as it unfolds in timeless, dreamlike spaces illuminated by the dim sunlight entering through the windows.
The campaign's wardrobe reflects this narrative with an interplay of simplicity and complexity that Sabato knows how to blend perfectly. Gucci's S/S 2025 collection merges lightweight fabrics, structured silhouettes, and luminous tones with sudden bursts of colour. Each piece mirrors De Sarno’s vision of individuality and celebrates the beauty of life’s everyday moments. Among the standout pieces is the reimagined Bamboo 1947 bag, a perfect definition of Gucci’s heritage and forward-looking philosophy. This accessory serves as a symbol of the brand’s aesthetic, intertwining tradition with atemporal innovation.
More than just a fashion showcase, Dolan’s direction transforms the campaign into an immersive sensory experience, represented equally well in the pictorial and in the short film. Light becomes an active storyteller, revealing the vulnerability and intimacy of human connection. Where the Light Finds Us transcends fashion to celebrate authenticity and humanity, reminding us of the profound beauty in fleeting moments.
