The House’s new campaign turns every coastal corner into a perfect setting for the most sophisticated escapism.
Starring Daisy Edgar-Jones, Aliocha Schneider and David Jonsson, Gucci Lido transcends aesthetics to become a sensory experience. And the man in charge of making it happen is Jim Goldberg, who with his renowned cinematographic lens has captured and transformed the everyday into art.
The collection pays homage to the mythical charm of Italian lidos – those beach clubs where sun, salt and style blend effortlessly – to capture the essence of a summer where time slows down, colours become denser and senses awaken. The visual narrative jumps from the Mediterranean coastline to villas hidden among cypress trees, pausing in moments that seem to last forever.
In terms of styling, Gucci Lido offers light silhouettes, fabrics that breathe and colours that draw from the sea. This season, the House reinterprets its icons through organic materials and handcrafted textures. The GG Marmont, the Softbit and the historic Bamboo 1947 are reinvented in raffia, wicker and crochet, projecting a relaxed and deeply tactile elegance.
On the footwear front, the new Gigi loafers in suede prove that comfort is not at odds with sophistication. And the ocean blue gradient becomes a common thread that colours everything from oversized Totes to Gucci Re-Web sneakers.
The proposal is accompanied by an audiovisual piece directed by the Rubberband duo. In it, the warm shots, the golden lights and the back and forth between the ethereal and the tangible evoke the nostalgia of summer.
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