Gucci Lido Spring 2025 Ad Campaign

Review of Gucci Lido Spring 2025 Ad Campaign by Creative Director Riccardo Zanola, Directors Rubberband. (Jason Sondock & Simon Davis), and Photographer Jim Goldberg with models Aliocha Schneider, Daisy Edgar-Jones, and David Jonsson

For Spring 2025, Gucci sets sail with “Gucci Lido,” a languorous, sun-drenched campaign photographed by Jim Goldberg and brought to life through film by Rubberband. With artistic direction from Riccardo Zanola, the campaign features Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson basking in the Mediterranean ease of seaside villas, vintage sailboats, and sun-glazed balconies — a mise-en-scène that suggests not a narrative, but a vibe.

There is a deliberate looseness to the storytelling: handwritten phrases scrawl across the images like memories half-captured in a travel journal — “lost love,” “music playing from fuzzy speakers,” “the day I forgot my hat.” The visuals feel spontaneous, though obviously constructed — echoing the age-old fantasy of the carefree summer abroad. Styling is breezy and tactile, with raffia-wrapped Gucci handbags, crochet swimwear, and the ever-reliable GG monogram making casual appearances. Goldberg’s cinematic snapshots are complemented by a palette of softened sea blues, sun-faded reds, and grass-stained greens — hues that feel washed in nostalgia and sunscreen.

What works well is the ease with which the campaign blurs boundaries between fashion editorial and scrapbook — a direction that lends personality to luxury without diluting it. The inclusion of poetry-like scribbles, while not a new device, feels authentic to Gucci’s recent experiments with intimacy and memory. There’s a certain pleasure in Gucci’s insistence on slowness. In a fashion climate driven by relentless novelty, “Gucci Lido” invites us to linger — not over a product, but a moment. Whether that moment is anchored in real memory or romantic projection, it’s undeniably well-dressed.