Where Light Finds Us, Gucci’s Spring Summer 2025 campaign, captures a moment where light reveals the unseen, and connection takes center stage. Conceptualised by Creative Director Sabato De Sarno and directed by Xavier Dolan, the campaign features actors Yara Shahidi and George MacKay as two souls drawn together in spaces where sunlight transforms everyday settings into something extraordinary.
Through Dolan’s lens, the collection seamlessly integrates into the intimate story, showcasing lightweight fabrics, structured silhouettes, and luminous hues paired with unexpected accents. At the heart of the visual narrative is the reimagined Bamboo 1947 bag — a piece that reflects Gucci’s ability to honour its storied past while looking toward the future.
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The campaign highlights the Maison’s commitment to celebrating the beauty of authentic moments, where light becomes a powerful symbol of vulnerability and connection. De Sarno explains, “Gucci Spring Summer 2025 is a celebration of humanity in its most vivid and tender forms. This campaign is not just about fashion — it’s an ode to the fleeting, extraordinary moments that define what it means to be human.”
Dolan’s direction invites viewers to pause and immerse themselves in the reflective narrative, “Here are 60 seconds to breathe in, breathe out, see a scarf billow in the breeze, take in some dust flowing through the air, some warmth,” he says. Where Light Finds Us is not just a celebration of exceptional design, but an invitation to appreciate the quiet beauty in everyday experiences, transforming the ordinary into something that is anything but.
