Gucci 'The Art of Silk' 2025 Ad Campaign

Review of Gucci ‘The Art of Silk’ 2025 Ad Campaign by Photographer Steven Meisel with model Julia Garner

Gucci celebrates an enduring design legacy with its new ‘The Art of Silk’ campaign, captured by photographer Steven Meisel.

Meisel lensed longtime brand ambassador Julia Garner in enigmatic and glamorous shots that see her striking beauty swathed in fluttering silk scarves, capturing a dynamic and ephemeral moment frozen in time. With heady, fast-paced editing, the accompanying video extends this spirit into a psychedelic moving portrait.

The campaign forms one part of “The Art of Silk,” a multifaceted initiative that celebrates the brand’s rich history in silk craftsmanship. The project aims to highlight the evolution of Gucci’s silk scarves, which began in the 1950s and have since been continually revisited and reimagined to reflect contemporary aesthetics in both fashion and art.

Additionally, the initiative includes the “90×90” project, where nine international artists are tasked with reinterpreting five classic themes from Gucci’s archives – Flora, fauna, nautical, equestrian, and the GG Monogram. Complementing these artistic endeavors is the launch of a new book, “Gucci: The Art of Silk,” produced in collaboration with the luxury publisher Assouline. The book delves into the detailed history and significant artistry behind Gucci’s silk scarves, cementing their status within the broader cultural context of fashion.

Like many major houses, Gucci is in a moment of transition as it awaits the debut of an incoming creative director amid a time of economic uncertainty for the luxury industry. The move to highlight an enduring part of its design history thus feels like a relevant one, grounding a chapter of flux in a narrative of constant craft yet continuous evolution. Nostalgic yet fresh, the campaign imagery is a focused statement of this practice.