— Gucci on Friday is unveiling its spring 2025 campaign, dubbed “Where Light Finds Us.”
Photographed by Canadian filmmaker and actor Xavier Dolan, the campaign is fronted by Yara Shahidi and George MacKay.
Creative director Sabato De Sarno said the campaign “is a celebration of humanity in its most vivid and tender forms.” Working with Dolan “allowed us to capture a precise, magical, and unpredictable moment – where love and connection unfold in their purest essence. 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.”
Dolan told WWD that “the key inspiration for the mood and atmosphere” of the campaign was “to focus on humans and light — how light penetrates, inundates and reveals things.”
He added that “it had to be dramatic; huge directional beams coming through windows and exaggerated shadows. This is the time to be bold and have an appetite for big, unapologetic ideas. It’s a fashion film, and it should be big. It should be fun.”
De Sarno said before the spring show in September that he was going for “casual grandeur” and this is translated into images that show Shahidi nonchalantly sitting on a velvet sofa in Gucci‘s olive green overcoat with green metallic fringes, perched on a bed wearing an easy tank top under a leather blouson, and MacKay, clutching a suede duffel bag, in a modern version of the suit over a mesh polo. To be sure, the focus is also on Gucci’s core accessories, in particular the Bamboo 1947 bag revisited by De Sarno.
“Working closely with Sabato De Sarno and Gucci’s team has been an amazing process. Sabato has been nothing but welcoming, respectful and generous. We worked together in finding what would please us both and best fit the narrative of the collection. I also have an immense interest in fashion, so for me, it’s normal and stimulating to discuss clothes, vision, storytelling through fabric, motion, weight. I always do on my films anyway,” Dolan said.
“For me it’s just another passion. My approach doesn’t change from one set to the other, whether the media is different, whether it’s a film or a spot, a music video or a short. I’m passionate about it. I can’t fake it, I can’t do it for money, I can’t do it halfheartedly. For me, whatever it is, it’s just another chance at exploring, exercising, practicing what I love most: telling stories. This one is about Gucci, right here right now.”
Underscoring the balance “between light and shadow, between movement and stillness,” the campaign “lyrically explores the meeting of two souls in a suspended moment where light filters through, unveiling that which is invisible at first glance,” Gucci said in a statement.
The settings take on a dreamlike quality through sunlight streaming through half-open windows.
Dolan also reflected on what he hopes audiences will take away from the campaign: “Joy. Alleviation. What else can I hope for? Everything you stumble upon feels irrelevant these days/years, doesn’t it, in the grand scheme of things. But we take tenderness and beauty where we find them. 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. So alleviation, I’d say. It’s not much. But if it stays with you for a minute or so, and brings you the slightest amount of comfort, then it was all worth it.”
In September, De Sarno unveiled Gucci’s cruise campaign “We Will Always Have London” photographed by Nan Goldin and fronted by Debbie Harry, cofounder with Chris Stein of the band Blondie; singer, cellist, and composer Kelsey Lu; Alaato Jazyper, and Yanan Wan.
Gucci is now helmed by chief executive officer Stefano Cantino and earlier this month the brand unveiled its new global window concept.
