Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson wander through Gucci’s handwritten snapshots of holiday ease.
Gucci trades the city rush for coastal stillness in its new Gucci Lido campaign, a series that frames summer as a pause button. Photographer Jim Goldberg steers the mood, pairing candid stills with scrawled notes that sit on the images like passing thoughts. His cast—Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson—drifts through a Mediterranean cove, a quiet garden villa, and the hush of a shoreline, each scene moving with the logic of a daydream.
There is no plot, only moments: friends stepping off a boat, laughter skimming tiled terraces, sea spray softening the air. Goldberg’s camera lets every fragment linger, then slip away, the way holiday memories often do.
A short film by directing duo Rubberband folds motion into those fragments. Sun-bleached shots track fluttering shirting one beat, a ripple of raffia the next. Seasonal takes on the Gucci Softbit, GG Marmont, and Bamboo 1947 bags appear in wicker, crochet, and straw, their textures catching the light with laid-back intent.
Ground underfoot comes from the new suede Gigi loafers, while a run of ocean-blue gradients washes across oversized totes and the Gucci Re-Web sneaker. Lightweight cottons, GG Monogram denim, and the house’s Flora print keep the palette easy. Finishing notes—shaded Gucci Eyewear frames and glints of Interlocking G jewellery—hold the look in that sun-slow balance between relaxed and refined.
