The Autumn-Winter 2025 campaign has been captured by Catherine Opie.
Gucci continues to explore identity through fashion and the universe of all those who inhabit it. A total of 42 individuals from different generations and backgrounds become the absolute protagonists of this collective look at authenticity.
Catherine Opie, known for her intimate portraits, has succeeded in capturing the relationship between the person and the garment they wear. But it is not just about the clothes themselves, but about their ability to convey messages, to communicate, to show who we are beyond the superficial. The photographer thus plays with pose, naturalness and attitude, creating images in which even a simple movement – such as a bag being adjusted or a jacket being buttoned – becomes a profound reflection of individual identity.
The campaign is accompanied by a series of intimate videos directed by Lisa Rovner, in which we see the models responding candidly to open-ended questions, sharing moments of reflection, humour and vulnerability.
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