GUCCI unveiled its romantic take on luxury with a new campaign for Valentine's Day titled, "Gucci Together." The campaign presents authentic and intimate portraits of real families and couples, shot by the renowned art photographer, Tina Barney.
Marking a significant shift for the heartwarming holiday, the campaign casts Italian model Mariacarla Boscono and Olympic pole vaulter Claudio Stecchi, alongside notable figures- all captured in warm domestic settings. Barney, known for her expert documentation of social dynamics, brings her signature style to the luxury world. Here she forms images that blur the line between candid moments and artistic direction.
"With this campaign, we wanted to tell and celebrate love in all its nuances," GUCCI Creative Director, Sabato De Sarno, explains. Highlighting the diverse representation of relationships featured in the campaign, he expands "The cast includes families of all kinds, couples in love, friends bound by deep affection." De Sarno further praised Barney's ability to "combine beauty and truth, giving us a fragment of life that speaks to us all."
The intimate portraits, art directed by Riccardo Zanola and styled by Francesca Burns, are complemented by a video campaign that recounts personal stories from the cast.
Against these thoughtfully composed scenes, covetable Valentine's Day offerings are featured with subtle sophistication. The Rosso Ancora-hued GUCCI Horsebit 1955 Soft handbags take center stage, while new interpretations of the GG Emblem collection demonstrate the house's ability to refresh its iconic elements. The romantic curation extends through the GUCCI Savoy travel line and includes accessories adorned with the signature Horsebit and Web stripe details, alongside Flora silk scarves, pieces from the Link to Love fine jewelry collection, and GUCCI Flora fragrances.
The portrayal of real relationships rather than traditional campaign casting reflects a broader shift in luxury marketing, where authenticity increasingly resonates with consumers seeking genuine connection in their luxury experiences. Through Barney's masterful lens, GUCCI transforms everyday moments of affection into a compelling luxury narrative that feels both aspirational and deeply human.
