Gucci’s new Spring Summer 2025 campaign is a dreamlike metaphor for humanity and vulnerability, and finding unpredictable moments of beauty.

Sping Summer 2025 is all about a dreamy, romantic vision of the brand with icons from the past

The Gucci Spring Summer 2025 campaign, Where Light Finds Us unfolds in the delicate and captivating balance between light and shadow, between movement and stillness. The narrative, conceived by Creative Director Sabato De Sarno and brought to life through the lens of director Xavier Dolan, lyrically explores the meeting of two souls in a suspended moment where light filters through, unveiling that which is invisible at first glance.

Gucci SS25 has captivating imagery with Yaha Shahidi

At the heart of this intense, vibrant story are actors Yara Shahidi and George MacKay, embodying a connection that reveals itself through fragments of emotions and subtle gestures. Dolan orchestrates their encounter in places that, while grounded in reality, take on a dreamlike quality: spaces where sunlight streams through half-open windows, casting its grace on every surface, turning ordinary into extraordinary. More than simple settings, they represent true inner sanctuaries where each movement resonates universally, transforming into visual poetry.

George MacKay poses for Gucci

“Gucci Spring Summer 2025 is a celebration of humanity in its most vivid and tender forms,” says Sabato De Sarno. “Working with Xavier 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.”

Gucci's SS25 collection sees the reinterpretation of the 1947 Bamboo Bag

The Spring Summer 2025 collection blends seamlessly into this narrative, becoming an integral part of the story. The clothes embody an aesthetic that challenges the boundaries between simplicity and complexity, between the real and the imaginary.

Classic cuts with a Japanese touch, are back

Lightweight fabrics intertwine with structured silhouettes, while luminous hues alternate with unexpected touches of colour. Each element of the collection reflects De Sarno’s vision in which the wardrobe becomes a means of expressing personal freedom and celebrating the beauty of the everyday.

The reinterpreted 1947 Bamboo Bag by Gucci

Among the accessories, the reinterpretation of the Bamboo 1947 bag stands out for its timeless appeal, able to maintain its connection with the House’s heritage while looking to the future. This balance between tradition and innovation becomes a symbol of Gucci’s aesthetic philosophy, which embraces the past to reimagine it through a contemporary lens.

It's all in the details for Gucci SS25

Under Dolan’s direction, the campaign goes beyond capturing imagery, inviting viewers to immerse themselves in a sensory and emotional experience. Light, which becomes a living, narrative presence, reveals intimacy, vulnerability, and connection. Where Light Finds Us is not just a celebration of fashion but an ode to humanity—a call to be moved by the power of light and the courage to be authentic, even in the most fragile and fleeting moments.

Gucci's Bamboo Necklace which appeared on runways

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!"

Pastel colours such as baby blue were firm favourites A Gucci foulard