In time for the warmth of summer, Gucci introduces its new Gucci Lido campaign, a celebration of a summer unhurried, where colours glow, sunlight lingers, and beauty speaks in quiet tones.
Inspired by the timeless allure of Italy's coastal lidos, Gucci Lido embodies the serene poetry of retreat—bathed in sunlight, sea breeze, and spontaneous moments. Photographer Jim Goldberg frames the collection with a cinematic eye, blending candid moments with his signature written reflections. Starring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson, the series evokes the effortless elegance and escape of a sun-soaked getaway.
The campaign drifts through sunlit mediterranean coast, hidden garden villas, and the tranquil stillness of the shore—guided not by a script, but by the natural rhythm of laughter, quiet gatherings, and the sea's gentle murmurs. Each moment leaves a soft memory, echoing beyond the season with the promise of return. The campaign's accompanying video directed by director duo Rubberband (Jason Sondock and Simon Davis) amplifies the visual narrative, bringing to life the movement and mood.
Doubling down on its heritage, Gucci reimagines its iconic bags for the latest Gucci Lido collection. The Gucci Softbit, GG Marmont, and Bamboo 1947 are now rendered in natural fibres and materials such as raffia, wicker, and crochet, thereby evoking a spirit of effortless summer elegance.
New pieces are designed with a focus on spacious silhouettes and effortless style. Among them is an embroidered leather-trimmed striped woven tote, a roomy, everyday companion designed to carry everything one would need for a beach getaway. With its vibrant striped weave, subtle fringed trim, and bold logo embroidery, the tote adds a rich touch of texture and colour to any outfit. A detachable zipped pouch on the inside, keeps smaller essentials neatly tucked away.
The Gucci Chroma duffle bag is crafted in GG monogram-coated fabric, featuring the signature GG print rendered in gradient sophistication mimicking the tones of the ocean. It's an eye-catching travel companion based on the House's timeless silhouette and it's luggage heritage.
These luxurious pieces and more, have been crafted to integrate seamlessly into the collection's ready-to-wear pieces that are essentially, elevated staples. For example, the Gucci Lido maritime-inspired oversized shirt is designed for coastal escapes with the addition of an anchor motif and the House logo on a sharply cut patch pocket.
The Gucci Lido collection is now available in boutiques and online.
