In a dazzling tribute to Italian glamour, Gucci’s latest campaign is a breathtaking homage to La Dolce Vita, starring the effortlessly elegant Daisy Edgar-Jones. The campaign, directed and photographed with cinematic flair, transports us to the golden era of Rome—where fashion, film, and fantasy collide.

Set against the backdrop of sun-drenched streets, vintage Vespas, and opulent Roman villas, the campaign captures the spirit of classic Italian cinema with a modern twist. Daisy Edgar-Jones, known for her roles in Normal People and Where the Crawdads Sing, perfectly embodies the carefree sophistication and romanticism that defines Gucci’s vision of La Dolce Vita.

Clad in vibrant silks, delicate lace, oversized sunglasses, and bold accessories, Edgar-Jones moves through iconic Italian scenes with grace and charisma. Her wardrobe, a masterclass in Gucci’s signature maximalism, features retro silhouettes, rich textures, and subtle nods to 1960s film sirens like Sophia Loren and Anita Ekberg.

Creative director Sabato De Sarno reimagines the glamour of mid-century Italy through a contemporary lens, blending nostalgia with modern sensuality. “We wanted to evoke the dreaminess of Italian life—the elegance, the ease, the romance,” said De Sarno in a statement. “Daisy brings a fresh authenticity to that fantasy.”

The campaign is not just a visual feast, but also a celebration of heritage and artistry. From cobblestone piazzas to lavish dinner parties, each scene is a vignette of beauty, culture, and timeless style—reflecting Gucci’s ongoing dialogue between past and present.

More than a fashion moment, this campaign is a love letter to Italy itself: the food, the music, the passion, the art of living beautifully. And with Daisy Edgar-Jones as our guide, Gucci reminds us that La Dolce Vita is not just a memory—it’s a mood, a movement, a lifestyle.