GUCCI unveils its sensual Spring-Summer 2025 campaign "Where Light Finds Us," a serene meditation on intimacy directed by acclaimed filmmaker Xavier Dolan in collaboration with Creative Director Sabato De Sarno.
Dolan, the Cannes Grand Prix winner known for his emotionally raw films "Mommy" and "It's Only the End of the World," brings his characteristic intimacy to the storied Italian house. Starring in the campaign, actors Yara Shahidi and George MacKay transcend traditional campaign roles with moments of genuine human connection. In sun-drenched rooms where light filters through half-drawn curtains, Dolan reveals the subtle language of glances and gestures, turning a fashion campaign into a story of kinship.
Complementing the delicate narrative, De Sarno's vision emerges through his signature "casual grandeur." Grand coats cut with couture precision meet fluid jersey dresses, while the palette builds from whispering neutrals to the bold new GUCCI Rosso Ancora red. The reimagined Bamboo 1947 bag, now in leather, lacquer, and Plexiglas, anchors a collection where heritage details – the Horsebit, the GG monogram – feel utterly contemporary. Each piece speaks to De Sarno's gift for making luxury feel both effortless and profound.
"Everything you stumble upon feels irrelevant these days," Dolan reflects, "but we take tenderness and beauty where we find them." His campaign transcends traditional fashion imagery – a scarf billowing in the breeze becomes poetry, dust motes catching sunlight transform into cinema. Under his direction, even the smallest moments carry profound weight.
This campaign marks a decisive moment in GUCCI's artistry under De Sarno. "This is not just about fashion," he explains. "It's an ode to the fleeting, extraordinary moments that define what it means to be human." The collection speaks to both personal freedom and shared experience, suggesting a future where luxury is measured not in logos or labels, but in moments of genuine connection.
In Dolan's hands, the campaign becomes a breathing space – sixty seconds where time slows, light dances, and fashion transcends its commercial constraints to become art. It's a bold statement from a house that could rest on its heritage but chooses instead to seek new ways of moving hearts as well as markets.
The Spring-Summer 2025 collection arrives in GUCCI boutiques worldwide and on Gucci.com as an invitation to find beauty in life's quieter moments.
