Gucci explores almost mystical moments of light in its Spring 2025 Campaign

“A precise moment in time. A moment to seize and live to the fullest. It’s the moment the sun dives into the sea at the end of an August day. It’s the moment we find ourselves. This collection is a tribute to those moments, and an invitation to stop, seek your own moment.” — Sabato

The new Spring 2025 Gucci campaign ‘Where Light Finds Us’ picks up this theme first expressed in Sabato’s words that introduced the new collection last fall in Milan.

The campaign pairs actors Yara Shahidi and George MacKay exploring the new collection as a tender ode to humanity. The video and images by Canadian filmmaker and actor Xavier Dolan [IG], capture the filtered light of possibility that greets a new day, or the preciousness of afternoon sun settling almost mystically over a room.

In such moments, silence speaks with total authority over daily cacophony gone quiet.

Gucci SS 2025 Campaign Video

In its place is a slow-living interlude of reflections between two people emerges, humans so connected that words are not required. And if we are alone in the moment, we realize that we are not . . . alone. There is energy all around us, our plants are flowering and we can curl up on the daybed or sofa to drift in this moment of lightness.

Alternatively, we might walk to the window to commune with strangers on the sidewalk below, fellow members of our human family.

Dolan is the real philosopher in promoting this Gucci campaign. And he certainly captures the heart and humanity absent from other Gucci marketing productions in the brand’s challenging post Alessandro Michele world.

Dolan told WWD that "the key inspiration for the mood and atmosphere" of the campaign was "to focus on humans and light -- how light penetrates, inundates and reveals things." He added that "it had to be dramatic; huge directional beams coming through windows and exaggerated shadows. This is the time to be bold and have an appetite for big.”

Gucci SS 2025 Women’s Fashion Show

This is Gucci, and of course, the iconic Bamboo 1947 bag is never far away from its more modern 21st century setting.

In advancing the narrative, the campaign video captures more magic than the stills, in AOC’s opinion. And it leans more heavily into the men’s collection.

We’ve included the Gucci Spring Summer 2025 runway video above, where the music is absolutely glorious.

For his part, Dolan focuses on what he hopes audiences will take away from the campaign experience:

"Joy. Alleviation. What else can I hope for? Everything you stumble upon feels irrelevant these days/years, doesn't it, in the grand scheme of things. But we take tenderness and beauty where we find them. As long as we don't become oblivious to the rest. But 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. So alleviation, I'd say. It's not much. But if it stays with you for a minute or so, and brings you the slightest amount of comfort, then it was all worth it."