Gucci Spring/Summer 2025: Where Light Finds Us
In a world where light and shadow dance between movement and stillness, Gucci’s Spring/Summer 2025 campaign, Where Light Finds Us, emerges as an exploration of connection, authenticity, and fleeting beauty. Creative Director Sabato De Sarno, alongside acclaimed filmmaker Xavier Dolan, crafts a narrative that transcends fashion, capturing moments that are at once personal and universal.
A Narrative of Light and Emotion
At the heart of this evocative campaign are actors Yara Shahidi and George MacKay, whose subtle gestures and expressive movements unfold like fragments of memory. Under Dolan’s lens, light filters through half-open windows, illuminating spaces that transform from the ordinary to the extraordinary. Each setting becomes a sanctuary of emotion, where time momentarily stands still, revealing the intimacy of human connection.
Reflecting on the campaign, Sabato De Sarno shares:
“Gucci Spring/Summer 2025 is a celebration of humanity in its most vivid and tender forms. 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.”
Sabato De Sarno, Creative Director of Where Light Finds Us
The Collection: A Study in Contrasts
The Gucci SS25 collection seamlessly integrates into this visual story, embodying an aesthetic that navigates between simplicity and complexity, reality and imagination.
Lightweight fabrics drape effortlessly, offering a sense of fluidity and ease.
Structured silhouettes create contrast, emphasizing form and precision.
A palette of luminous hues interspersed with unexpected bursts of color adds a dynamic visual depth.
The collection reflects De Sarno’s vision of personal expression, where garments serve as an extension of identity and emotion.
Reimagining an Icon: The Bamboo 1947 Bag
A standout in the collection is the reinterpretation of the Bamboo 1947 bag. This signature Gucci piece bridges heritage and modernity, staying true to its origins while embracing a contemporary vision. The juxtaposition of tradition and innovation encapsulates the House’s commitment to timeless elegance.
A Cinematic Experience Beyond Fashion
More than a campaign, Where Light Finds Us is an immersive experience, inviting audiences to see, feel, and connect. Under Dolan’s direction, light itself becomes a living entity, revealing intimacy, vulnerability, and the raw beauty of human moments.
Dolan reflects on the campaign’s impact:
Dolan reflects on the campaign’s impact: “Joy. Alleviation. What else can I hope for? Everything you stumble upon feels irrelevant these days, doesn’t it? But we take tenderness and beauty where we find them. Here are 60 seconds to breathe in, breathe out, and take in some warmth. If it stays with you for a moment and brings even the slightest comfort, then it was all worth it.”
Xavier Dolan, Photographer & Director for Where Light Finds Us
The Visionaries Behind the Campaign
Bringing this poetic vision to life is an esteemed creative team:
Creative Director: Sabato De Sarno
Art Director: Riccardo Zanola
Photographer & Director: Xavier Dolan
Stylist: Francesca Burns
Makeup: Aaron de Mey
Hair: Jawara
Gucci’s Legacy of Innovation and Craftsmanship
Founded in Florence, Italy, in 1921, Gucci remains a global leader in luxury fashion, constantly redefining elegance while honoring its deep-rooted heritage of Italian craftsmanship. Under CEO Stefano Cantino and Creative Director Sabato De Sarno, the House continues to shape the future of fashion through creativity, innovation, and a celebration of individuality.