06 Jun 2025
Like a cinematic ode to slowing down, leaning into the sea breeze, and embracing the quiet beauty of coastal escape, Gucci unveils a new chapter of Mediterranean reverie with the Gucci Lido campaign. Inspired by the timeless charm of Italy’s lidos, the story casts Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson in a visual narrative where every frame feels sun-warmed and softly etched in memory.
Photographed by Jim Goldberg, the campaign blends candid moments with handwritten reflections, adding texture to the idea of living freely, lightly, and with intention. A boat ride at dusk, laughter echoing through a villa, seafoam brushing against stone—these quiet fragments unfold with a poetic intimacy that lingers. In motion, director duo Rubberband brings the story to life, inviting us to drift through silhouettes, sunlight, and sound.
For the season, Gucci reinterprets its icons with a sense of effortless ease. The Softbit, GG Marmont, and Bamboo 1947 are reimagined in raffia, crochet, and wicker. Suede Gigi loafers ground sun-drenched looks, while oceanic gradients wash over Re-Web sneakers and oversized totes. Lightweight cottons, GG Monogram denim, and fluid silks are paired with glowing Interlocking G jewelry and breezy Gucci Eyewear—setting the tone for a summer of relaxed sophistication.
Wrapped in sunlight, texture, and intimacy, Gucci Lido evokes the quiet freedom of summer in motion—effortless, unhurried, and suspended in the making of memory. It is an invitation to inhabit a mood. Discover more at gucci.com.
