Gucci 'Lido' Spring 2024 Ad Campaign

Review of Gucci ‘Lido’ Spring 2024 Ad Campaign by Creative Director Sabato De Sarno with Photographer Anthony Seklaoui and models Aboubakar Konte, Betty Schupp, Brando Erba, Gabriele Gherardi, He Cong, and Jiahui Zhang

Gucci looks forward to summer with Gucci Lido, a new capsule inspired by the allure of Italian coastal living. The collection is launched with a fresh and fun campaign shot by photographer Anthony Seklaoui.

The collection draws its names from the charming beach clubs, or “lidos,” that pepper Italy’s storied coastline. Leaning into this point of inspiration, the campaign imagery balances Sabato De Sarno’s new brand vision of luxury realism with a free spirit of summertime escapism. Seklaoui captures the characters in action as they dive into sapphire pool water or recline on lounge chairs.

While we still worry Gucci’s new aesthetic direction might not be doing enough in terms of storytelling and concept to maintain its distinctive status in the cultural perception of the luxury fashion realm, the campaign’s recognizable narrative of summer resort indulgence is a fitting showcase for the Lido collection.