Gucci Towards the Sun Summer 2022 Ad Campaign

Review of Gucci ‘Towards the Sun’ Summer 2022 Ad Campaign by Creative Director Alessandro Michele with Photographer Julie Greve

Gucci presents a special selection of ready-to-wear and accessories from the House’s latest collections envisioned for warm season. Mixing light fabrics with bright pops of color, the Towards the Sun pieces evoke the easy-going cadence that comes with sunny days.

Upon bags, shoes, and accessories, pattern comes to the fore with the House’s emblematic GG monogram woven from a raffia-effect material. Houndstooth and seersucker also become defining motifs, enriching signature items such as bags from the House’s archive-inspired Beloved lines. The women’s ready-to-wear proposes practical femininity in muslin slip dresses accented with lace, as well as a selection of bathing suits. The men’s lineup ranges from the casual to the sophisticated with jogging shorts, patterned pants, nylon jackets, and double-breasted blazers.

The Towards the Sun selection is captured in a special campaign shot on the coast of Provincetown—the Summer escape of choice for many artists and creatives. Stills and video capture a cast of characters partaking in a series of activities on the quaint northern tip of Cape Code, such as swimming, sunbathing, and strolling around the lighthouse. As an ode to the act of vacationing, the photographs also feature the Gucci Ophidia luggage, which progresses the House’s century-long legacy in travel.