Gucci Spring 2025 Ad Campaign

Review of Gucci Spring 2025 Ad Campaign by Creative Director Sabato De Sarno and Photographer & Director Xavier Dolan with models Yara Shahidi and George MacKay

Gucci sees things in a new light with its Spring 2025 campaign. Titled “Where Light Finds Us,” the intimate and uplifting campaign was shot and directed by Xavier Dolan.

Anchored by actors Yara Shahidi and George MacKay, Dolan’s narrative is one of the simple joys of color and light. His film pays delicate attention to the way light falls across fabric, illuminates dancing dust, reflects off a shimmering dress, ripples across a silk scarf moving in the wind. With fluttering woodwinds, the accompanying soundtrack further enriches the mood of airy joyfulness.

While they don’t have the same emotional impact, the accompanying series of still portraits do nicely serve to communicate the collection’s interplay of colors and textures seen through a new perspective.

The campaign marks a stylistic departure from the previous seasonal collection campaigns from Sabato De Sarno, which were marked by a minimalist, in-studio directness. The change is a welcome one; while the narrative here is still bare bones, it’s good to see the brand get back to thinking about the emotional landscapes that the name Gucci is capable of conjuring.