This Valentine’s Day, Gucci takes a deeply personal turn with its new campaign, Gucci Together, a thoughtful reflection on love in its many forms. Creative Director Sabato De Sarno continues to spotlight the intimate stories that connect us, collaborating with photographer Tina Barney to bring this vision to life. Known for her nuanced portrayal of everyday relationships, Barney captures moments that feel both deeply human and strikingly beautiful.
“With this campaign, we wanted to celebrate love in all its nuances,” says De Sarno. “The cast includes families, couples, and friends—people bound by affection and shared histories. It was incredible working with Tina Barney, whose lens has documented relationships for decades. She has a way of showing truth and beauty simultaneously.”
The campaign feels refreshingly real, set in familiar home environments that radiate warmth and lived experience. Real-life couples, families, and friends—all with ties to the fashion world—share intimate moments that feel unguarded and sincere. Each image and video reveals the subtle ways love is expressed: a quiet glance, a fleeting smile, or the comfort of shared silence. Layered with personal anecdotes from the cast, the campaign creates a sense of closeness that feels universal.
In tandem with this exploration of connection, Gucci curates a Valentine’s gifting edit that is equal parts romantic and stylish. The collection features a mix of House signatures and fresh takes: Gucci Horsebit 1955 Soft handbags appear in Rosso Ancora, while the GG Emblem collection and Gucci Savoy travel pieces arrive in updated palettes. Shoes adorned with the Horsebit detail or the iconic Web stripe, silk Flora scarves, and the Link to Love fine jewelry line add timeless appeal. Meanwhile, Gucci Eyewear and Flora fragrances round out the selection, perfect for a Valentine’s gesture.
With Gucci Together, De Sarno leans into the quiet power of storytelling, offering a campaign that feels honest, relatable, and unapologetically romantic. By capturing love in its truest form, Gucci reminds us that intimacy isn’t about grand gestures—it’s found in the smallest, most meaningful details.
