The Essence of Summer.
Gucci’s new Lido campaign is a sun-drenched ode to summer, where moments stretch, hues intensify, and life’s usual rush mellows into a grounded yet hopeful rhythm. Taking cues from Italy’s seaside lidos, Gucci Lido encapsulates the scenic beauty of escape through sunlight, sea breezes, and spontaenous days of joy.
The campiagn is captured through Jim Goldberg’s cinematic eye, with the season unfolding in candid photographs interwoven with his signature handwritten notes. Starring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson, the campaign visually narrates scenes that transition from Mediterranean shores to a secluded garden villa and the peaceful sounds of the coastline. Rubberband’s accompanying campaign video enhances this imagery, animating the mood and feel of the collection. Flowing shapes, vibrant colours, and airy textures bring to life the sensation of a summer in motion. This season, Gucci reimagines its iconic handbag families in seasonal textures: the Gucci Softbit, GG Marmont, and Bamboo 1947 are presented in raffia, wicker, or crochet, giving them a sense of effortless style.
The new suede Gigi loafers are a standout in the campaign, while a gradient of ocean blues sweeps across accessories and sneakers, from roomy totes to the Gucci Re-Web sneaker. Light cotton fabrics, GG Monogram denim, and the signature Flora print present a mood of relaxed elegance, enhanced by fresh Gucci Eyewear designs and Interlocking G jewellery.
Check out the video and images below.
PHOTO & VIDEO CREDIT: Gucci
