PRESENTING THE NEW GUCCI LIDO CAMPAIGN

With Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson

30 april 2025

The House unveils its new Gucci Lido campaign, a celebration of summer where time slows, colors deepen, and the usual pace of life gives way to something grounded yet full of possibility. Inspired by the storied charm of Italy’s coastal lidos, Gucci Lido captures the quiet poetry of escape rendered in sunlight, ocean air, and spontaneous moments.

Photographer Jim Goldberg frames the season with a cinematic lens, weaving together candid stills and his distinctive use of written reflections. Featuring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson, the campaign becomes a visual narrative of scenes shifting fluidly from a Mediterranean coastline to a secluded garden villa and the serene hush of the shoreline. There is no script, only flow: friends arriving, laughter echoing, tranquil boat rides, and the gentle rhythm of the sea meeting the rocks in quiet repose. Each moment lingers just long enough to be remembered, shaping a story that will echo long after the season fades, always holding the promise to begin again.

The campaign’s video directed by Rubberband complements the imagery, bringing movement and mood to life. Fluid silhouettes, vibrant tones, and breezy textures evoke the feeling of a summer in motion. This season, Gucci reimagines its signature handbag lines with seasonal materials: the Gucci Softbit, GG Marmont, and Bamboo 1947 arrive in raffia, wicker, or crocheted, infused with spontaneity and ease.

The new Gigi loafers, crafted in suede, offer grounded elegance, while a gradient of ocean blues washes over accessories and sneakers, from oversized totes to the Gucci Re-Web sneaker. Lightweight cottons, GG Monogram denim, and the iconic Flora motif embody a spirit of relaxed sophistication, complemented by new Gucci Eyewear styles and Interlocking G jewelry that shimmer with the season’s lightness and warmth.