Yara Shahidi Stars in Gucci's SS25 Campaign
Alongside George MacKay.
Sabato De Sarno is back with a new Gucci campaign, this time revealing the brand’s Spring/Summer 2025 offering. Dubbed “Where Light Finds Us,” the new visuals feature actors Yara Shahidi and George MacKay, captured by director Xavier Dolan’s distinctive lens. Exploring “the meeting of two souls,” the heartfelt storyline taps into the art of connection and emotion.
“Gucci Spring Summer 2025 is a celebration of humanity in its most vivid and tender forms,” explains 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.”
This season’s collection reflects these themes, embodying the space between the real and the imaginary. As a result, SS25 features lightweight fabrics juxtaposed with structured silhouettes and a mixture of unexpected bright and light hues. A new reinterpretation of the Bamboo 1947 bag takes center stage, showcasing Gucci’s timeless appeal while still looking to the future.
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Outside of clothing, we’re reminded of themes like intimacy, vulnerability and connection, all explored through Dolan’s use of light and dark. In terms of what he hopes fans will take away from the campaign, it’s: “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?” he questions.
“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!” continues Dolan.
Take a look at Gucci’s SS25 campaign above and head to the brand’s website for more information.
In other news, our first taste of David Koma’s Blumarine is finally here.
