Review of Gucci Tennis 2025 Ad Campaign by Art Director Riccardo Zanola and Director Colin Solal Cardo
Gucci leans into archival nostalgia with its Spring 2025 Tennis campaign, reconnecting the house’s heritage with the timeless aesthetic of sport-infused leisurewear. Captured in sun-drenched courts and around the atmospheric quiet of a tennis club, the imagery strikes a balance between cinematic nonchalance and understated sophistication.
The collection revives silhouettes from Gucci’s 1970s tennis offerings, translating them through a modern lens. Pleated white dresses, trim polo shirts, ribbed knitwear, and structured outerwear are embellished with iconic Web stripes and Interlocking G details. Accessories like headbands, metallic aviators, and monogrammed duffle bags bring a retro flair, while also reinforcing the lifestyle-oriented positioning of the line.
The campaign’s most compelling detail is the limited-edition Gucci x HEAD tennis racket. A bold yet functional product, the piece showcases Gucci’s creative crossover into sports equipment. The red string bed emblazoned with the Interlocking G and the Web-adorned frame situate the racket as both an athletic tool and a design object. This marks the latest chapter in the house’s collaboration with HEAD, following custom gear created for brand ambassador Jannik Sinner.
Overall, the campaign builds on the aspirational codes Gucci has long cultivated—elevated leisure, nostalgia, and a touch of mystery—while subtly nodding to the technicality and rhythm of sport. The result is a collection that doesn’t just dress tennis players but idealizes the culture surrounding them.
Art Director | Riccardo Zanola
Director | Colin Solal Cardo
Stylist | Virginie Benarroch