Gucci welcomes summer with its enchanting new Gucci Lido campaign, starring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson. Inspired by the timeless allure of Italy’s coastal lidos, the campaign captures a sun-drenched escape where days slow down and spontaneity takes the lead.
Shot by renowned photographer Jim Goldberg, the visuals unfold like a cinematic reverie, unwritten and unhurried. Friends drift between shimmering coastlines, quiet garden villas, and the soothing lull of the sea, each moment framed with Goldberg’s signature poetic lens and handwritten reflections.
Director duo Rubberband brings the stills to life through a fluid, mood-rich video that mirrors the essence of summer in motion.
Gucci’s seasonal pieces radiate effortless elegance: iconic handbags like the GG Marmont and Bamboo 1947 reimagined in raffia and wicker, breezy silhouettes in cotton and GG Monogram denim, and accessories in oceanic blues.
The new Gigi suede loafers ground the collection in coastal cool, while Gucci Eyewear and shimmering Interlocking G jewelry add a final sunlit touch.
Gucci Lido is a sensory retreat that lingers like a perfect summer memory, ready to begin again with every rising tide.
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