Gucci Holiday 2024 Ad Campaign Chapter 3

Review of Gucci Holiday 2024 Chapter 3 Ad Campaign by Artistic Director Riccardo Zanola with Photographer Anthony Seklaoui and Director Marcell Rev with models Tina Knowles, Solange Knowles, Mariel Hemingway, Dree Hemingway, Langley Fox, Duyen Nguyen, Chloé Nguyen, Lauren Nguyen

Gucci heads back home with the third chapter of its Holiday 2024 campaign. Sabato De Sarno once again partners with the returning creative team of artistic director Riccardo Zanola, photographer Anthony Seklaoui, and film director Marcell Rev.

After exploring a fantasy version of the Savoy Hotel in London and adventuring out for a snowy mountain escape, the narrative lands with a more grounded perspective, celebrating family gatherings. This narrative is anchored in real connection through its celebrity cast of real families: Tina and Solange Knowles, Mariel Hemingway with daughters Dree and Langley Fox, and twin models Lauryn and Chloé Nguyen with mom Duyen.

The brief short film centers around the mother-daughter connection of Tina and Solange Knowles, who host friends at an intimate dinner gathering. The recurring soundtrack choice of Blondie’s live cover of “I Feel Love” unites the simple narrative with the previous campaign chapters.

Drawing on the feel of a spontaneous holiday family portrait, Seklaoui’s accompanying still photographs take an accessible, product-forward approach. With trimmed trees, wrapped gifts, and piles of monogram Gucci luggage in the background, the characters pose with big smiles and a sense of intimate connection.

While the extension of Gucci’s visually simple, product-focused approach under De Sarno may continue to alienate some former fans of the brand that are missing its sense of elevation and artisanality, the campaign forms a fitting final chapter for the brand’s multi-part holiday narrative. Paring back the production and concept to draw its impact from the social reach of the cast itself, the campaign is a simple but strategic way to emphasize the house’s most giftable pieces in time for last-minute holiday shopping.