Gucci Lido captures the quintessence of an Italian summer with its latest offering, a fresh, modern collection that effortlessly translates the laid-back elegance of Italy’s beloved beach clubs. Guided by the innovative vision of Creative Director Sabato De Sarno, the campaign, artfully directed by Marcell Rev and shot by Anthony Seklaoui, invites us on a voyage of indulgence and leisure, epitomizing the spirit of the sun-drenched Italian coastline.
The collection showcases a sophisticated array of swim and resort wear that marries luxury with ease, promising comfort without sacrificing style. Highlighting this season are updated takes on Gucci’s iconic handbags. The Jackie and GG Marmont are reinvented in materials like straw-effect raffia and canvas, bringing a touch of coastal charm to these timeless pieces. Complementing these are the vibrant GG canvas accessories, including the eye-catching Gucci Luce and Moon Side bags, which infuse a dose of whimsy into the lineup. Neon-detailed accessories round out the collection, offering a contemporary twist on Gucci’s classic designs.
Gucci Lido is not just a collection but an experience, brought to life at select pop-up locations in premier resort destinations such as Porto Cervo, Capri, the Hamptons, and Saint-Tropez. These pop-ups offer an immersive dive into the collection where luxury shoppers can discover exclusive items and enjoy the brand’s renowned craftsmanship up close.
The celebration extends to an exclusive event at Hotel Il Pellicano on the Tuscan coast from May 24 to May 26, where Gucci will host a private gathering. This event is set to embody the luxury of Italian hospitality against the picturesque backdrop of the Mediterranean, providing guests with an unforgettable experience of the brand’s lavish world.
Accompanying this campaign are the creative talents of Art Director Riccardo Zanola, with make-up by Thomas De Kluyver and hair by Shay Ashual. The mood of the campaign is perfectly underscored by the emotive track “Loud Places (feat Romy)” by Jamie xx, enhancing the atmosphere of chic relaxation that Gucci Lido promises.
With this latest collection, Gucci continues to redefine modern luxury, blending traditional elegance with contemporary flair — a true homage to the vibrancy and beauty of the Italian coast.
