Gucci studies connection in spring/summer 2025 campaign

January 21, 2025

The luxury brand's latest campaign, "Where Light Finds Us," stars English actor George MacKay and American actress Yara Shahidi. Image courtesy of Gucci

By Amirah Keaton

Italian fashion house Gucci is updating a classic design.

The brand’s latest release, entitled “Where Light Finds Us,” stars English actor George MacKay, American actress Yara Shahidi and a reinterpreted version of the Bamboo 1947 handbag. The spring/summer 2025 campaign is directed by Canadian filmmaker Xavier Dolan, and explores themes of humanity, connection and authenticity.

“Gucci Spring Summer 2025 is a celebration of humanity in its most vivid and tender forms,” said Sabato De Sarno, creative director at Gucci, in a statement.

“Working with Xavier Dolan allowed us to capture a precise, magical, and unpredictable moment – where love and connection unfold in their purest essence,” Mr. De Sarno said. “His vision reveals the unspoken beauty of shared emotions, where light becomes a metaphor for authenticity and vulnerability.

“This campaign is not just about fashion – it’s an ode to the fleeting, extraordinary moments that define what it means to be human.”

New light
Styled by London-based creative Francesca Burns, with art direction from Riccardo Zanola, a longtime collaborator of Mr. De Sarno’s, Gucci’s campaign highlights the interplay of light and shadow to evoke a sense of intimacy and emotion.

Set within a dimly-lit apartment, the dreamlike narrative “lyrically explores the meeting of two souls in a suspended moment where light filters through, unveiling that which is invisible at first glance.”

Dressed in the spring/summer 2025 collection’s lightweight fabrics, Mr. MacKay and Ms. Shahidi take center stage.

Gucci presents “Where Light Finds Us”

Seen interacting with each other and stealing moments alone, the pair’s movements convey an unspoken connection. Streams of light pour into the space they inhabit, illuminating tiny motions and intimate gestures, a simple instrumental playing all the while.

In one scene, Mr. MacKay and Ms. Shahidi dance through the apartment together in formalwear. Amid another, they exchange glances across a sun-dappled room, their expressions reflecting both vulnerability and joy.

Mr. MacKay wears Gucci's spring/summer 2025 collection. Image courtesy of Gucci

The spring/summer 2025 collection’s centerpiece, the Bamboo 1947 bag, makes a subtle yet impactful appearance towards the end of the clip.

Its timeless design bridges Gucci’s storied heritage with a modern aesthetic, symbolizing the enduring allure of the house’s craftsmanship.

Continued resonance
Weaving cinematic storytelling into its strategy, “Where Light Finds Us” presents a vision for Gucci’s future, one that exhibits a continued cultural resonance led by inclusive celebrations of heritage and brand codes.

Mr. Dolan, who has worked with the likes of Swiss jeweler Chopard (see story) and Italian fashion label Prada (see story), brings the creative treatment to life.

An updated Bamboo 1947 bag centers the campaign. Image courtesy of Gucci

“Everything you stumble upon feels irrelevant these days/years, doesn’t it, in the grand scheme of things,” said Mr. Dolan, in a statement.

“But we take tenderness and beauty where we find them,” he said. “As long as we don’t become oblivious to the rest.

“But here are 60 seconds to breathe in, breathe out, see a scarf billow in the breeze, take in some dust flowing through the air, some warmth.”

Share your thoughts. Click here

Gucci studies connection in spring/summer 2025 campaign

OTB Group names sustainability ambassador

Hennessy enters sustainable shipping partnership

Mytheresa launches experiential pop-up in Aspen

David Yurman continues men’s venture with Michael B. Jordan

Stuart Weitzman makes eyewear debut

Hermès closes 2024 with $15.9B in revenue

Longines signs British actor Henry Cavill

Cartier, Van Cleef & Arpels CEOs join executive committee at Richemont

Bentley installs BEV manufacturing facility in Crewe

The Langham leans on guests’ legacies in latest campaign