Review of Gucci 2025 Ad Campaign with models Wen Qi, Song Wei Long
Gucci turns its gaze inward—and toward intimacy—in its latest campaign featuring brand ambassadors Wen Qi and Song Wei Long. The House shifts away from overt spectacle to examine something softer and arguably more enduring: friendship as a lived, unstyled moment. The result feels less like a declaration and more like an observation—Gucci, pausing long enough to notice what happens between people when the performance drops. Consider this a study in closeness, not closeness-up.
The imagery unfolds with a cinematic restraint that allows Wen Qi and Song Wei Long to exist in a shared rhythm rather than a prescribed narrative. Their interactions feel unforced—glances linger, gestures are small, the space between them charged but calm. There is a sense of temporal suspension, as if the camera has entered a private interval where fashion accompanies life rather than interrupts it. Gucci’s codes—tailoring, texture, silhouette—are present but never loud, reinforcing the idea that luxury here is emotional fluency, not visual excess.
What resonates most is the campaign’s confidence in understatement. In a cultural moment driven by immediacy and amplification, Gucci chooses subtlety, trusting that authenticity can still hold attention. Wen Qi and Song Wei Long embody a contemporary duality: composed yet porous, reserved yet emotionally available. This mirrors De Sarno’s ongoing recalibration of the House—one that privileges human connection as a form of modern elegance. The campaign succeeds in feeling sincere without tipping into sentimentality, a balance that is harder to strike than it appears.
If there is space for growth, it might be in pushing the narrative tension just a touch further. The moments captured are beautiful, but one wonders what might happen if the story lingered longer—if the frame allowed for a crack, a contradiction, a moment of friction. Friendship, after all, is not only harmony but negotiation. Still, Gucci’s choice to focus on calm rather than conflict feels intentional, aligning with a broader brand mood that favors continuity over disruption.
In the end, this campaign doesn’t ask to be decoded—it asks to be felt. Gucci reminds us that sometimes the most compelling luxury gesture is simply paying attention. Friendship, framed with care, becomes not just the subject, but the statement.
Models | Wen Qi, Song Wei Long