Gucci Summer 2023 Ad Campaign

Review of Gucci Summer 2023 Ad Campaign by Art Directors Kevin Tekinel & Charles Levai and Photographer Leslie Zhang with Talent Wen Qi and Daniel Zhou

Gucci celebrates summer love in joyful style with a unique new campaign by art directors Kevin Tekinel and Charles Levai, director Tin Seoi, and photographer Leslie Zhang.

The campaign highlights a curated selection of the house’s offerings with floral motifs and a whimsical spirit that perfectly lend themselves to the summer romance, as well as fresh updates on classic accessories like the Diana and Dionysus bags and the Horsebit loafer.

Taiwanese actor Wen Qi and Chinese singer Daniel Zhou star as the story’s pair of young people in love. The setting of an endless field of lush grass serves as a symbol for the feelings of timelessness and freedom that accompany budding romance.

In the film, an apt soundtrack choice of Donna Lewis’ “I Love You Always Forever” perfectly toes the line between campy and cool while fitting into the aesthetic of vintage charm that characterized many of the campaigns during Alessandro Michele’s time, and that still seems to be shaping the house’s identity today.

It’s an interesting and exciting move to see a brand share a campaign that doesn’t highlight a specific seasonal collection or capsule, but instead curates a selection of staple pieces that tie into a specific narrative. The approach is another example of Gucci’s mastery of visual storytelling, exemplifying the brand’s understanding that in today’s non-traditional media landscape, fashion brands need to do much more to put their message out there.

Sending that message in the form of an enchanting and joyful ode to summer love, Gucci has another winner on its hands.