Gucci has unveiled its SS25 campaign, enlisting actors George Mackay and Yara Shahidi as models and Canadian filmmaker Xavier Dolan behind the camera.
A dimly lit space decorated with antique furniture sets the backdrop for Dolan’s slice-of-life style campaign showcasing a curation of pieces from creative director Sabato De Sarno‘s SS25 collection. Continuing to refine the house’s codes post-Michele, De Sarno’s Gucci is pared-back compared to the loud prints that became synonymous with the brand under the previous director.
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In one image, Yara Shahidi wears a simple everyday look in a white tank top, khaki trousers, a brown logo belt, and white sneakers. Elsewhere the actress wears a pared-back olive green fringe jacket and a bolder number centered around a red leather coat. For the most part, the viewer’s eye is guided towards accessories like Gucci’s Bamboo bags, shown in lilac, all-red, and olive green.
However, De Sarno carries forward Gucci’s playful approach to masculinity, styling George Mackay in a translucent mesh polo shirt in multiple looks. In another look Mackay bears more skin, wearing a brown sweater with extra short shorts and Gucci loafers. Finally, a tailored number comprises a solid brown blazer and trousers with a purple mesh shirt. Gucci’s word mark is quietly embossed on the breast of the jacket, and the look is topped with a small burgundy leather crossbody.
See the campaign imagery in the gallery above.
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