The House unveils the new Gucci Gift campaign, envisioned by Creative Director Sabato De Sarno, which unfolded across four chapters throughout the holiday season. The campaign tells an evocative story centered around the idea that joyful moments shared with those we call family, whether it is the one we are born into or the one we choose, become meaningful memories that resonate long after the celebrations end. Genuine connection becomes a focal point as gifting is reimagined as an exchange of heartfelt gestures between givers and receivers, forging a sentimental bond that goes beyond the material.
The campaign is brought to life by an inimitable cast of Gucci’s Global Brand Ambassadors and friends of the House within distinctive chapters that play out in a jubilant crescendo, each telling their own unique story, thematically and aesthetically, while seamlessly interconnected to the next, bound by the campaign’s overarching narrative of togetherness and love. Expressive vignettes portray scenes of warmth and joy against diverse backdrops that evoke pivotal moments leading up to the holidays, capturing the essence of festive celebrations while showcasing ready-to-wear looks from the latest collections alongside emblematic accessories in a curated selection that is ideal for gifting, winter getaways, and year-end soirées.
Chapter 1: Stories from The Savoy
As the festive season approaches, a sense of anticipation fills the air, drawing friends, families, and even cherished pets toward a reunion. This gathering takes place in the grandeur of London’s The Savoy hotel, where the history of Gucci itself was born.
Many years ago, within the bustling corridors of this luxury destination, a young Guccio Gucci, working at The Savoy as a porter, absorbed the elegance and sophistication of the guests passing through, sparking a vision. From observing travelers’ finely crafted luggage, he conceived the idea for his own brand, built on the foundation of travel and adventure, inspired by the stories that each journey holds.
The first chapter of Gucci’s Gift campaign, “Stories from The Savoy,” revisits this storied beginning, weaving together tales of journeys past and present. As the festive season calls for moments of togetherness, the House celebrates the spirit of reunion at The Savoy, where the campaign’s stars take center stage. Featured in this chapter are Jessica Chastain, accompanied by the Gucci Bamboo 1947 bag, and her longtime friend Danielle Pizzorni, whose appearance reflects a bond rooted in enduring friendship. Kendall Jenner glides through the scene, carrying the Jackie 1961 handbag, while Global Brand Ambassador Ni Ni dazzles in a shimmering ensemble including the Gucci Jackie Notte.
This chapter highlights some of the House’s most iconic styles like the Jackie 1961 and Bamboo 1947 handbags, the Horsebit 1953 loafer, and Gucci Valigeria travel pieces. The lineup also includes heritage-infused accessories like the Gucci Signoria slingback and Re-Web sneaker alongside Marina Chain and Gucci Horsebit jewelry.
Chapter 2: To the Mountains
The journey unfolds in the second chapter of the Gucci Gift campaign titled “To the Mountains.” Here, the campaign invites viewers to a snow-capped peak, following a group of friends and loved ones as they enjoy a carefree getaway. Against the breathtaking backdrop of serene mountain landscapes, a close-knit group of friends and loved ones pauses to escape the holiday rush, embracing the crisp, invigorating air with the warmth of companionship and shared experiences. This chapter beautifully reflects those treasured moments when time seems to slow, allowing connection to take center stage.
In this snowy wonderland, Kendall Jenner stars adorned in GG Monogram outerwear. Her shimmering two-piece ensemble is complemented by the elegant GG Emblem and GG Marmont handbags. Meanwhile, Global Brand Ambassador Jannik Sinner showcases cozy elegance in his logo-embellished knitwear, paired with a metallic silver edition of the classic Gucci duffle. The chapter also celebrates intimate family moments that warm the heart, as Kirsty and Violet Hume, who have both walked Gucci runways, are captured in a candid mother-daughter scene.
The gift selection in “To the Mountains” includes seasonal interpretations of signature bags like the GG Marmont, the stylish Gucci Re-Web sneaker, and a wide array of elegant layering pieces; plush down jackets, soft knitwear, and chic après-ski looks. Complementing the cold-weather aesthetic, the collection showcases stylish boots and warm knit accessories, ideal for winter escapes and thoughtful holiday gifting.
Chapter 3: Heading Home
The campaign reaches its most heartfelt destination on the holiday journey: home. Set against the warmth of cozy interiors and festive gatherings, this chapter captures the profound joy of reuniting with loved ones through quiet, tender moments that highlight the beauty of togetherness.
Imagery and videos are brought to life by real families including mother-daughter pairings: Ms. Tina and Solange Knowles, Duyen, Lauren, and Chloé Nguyen, and Mariel, Dree, and Langley Fox Hemingway; and a couple, Sylke and Delroy Golding. The vignettes are suffused with an intimacy and ease that reflect the genuine connections behind them.
This chapter features beloved Gucci Gift pieces, ranging from shimmering GG Monogram ready-to-wear and accessories to GG Marmont editions in Gucci Rosso Ancora velvet and metallic silver, alongside endearing pet-inspired wallets and keychains, Gucci Décor items for the home, and classic handbags, showcasing Gucci’s timeless appeal for the season.
Chapter 4: A Night in Florence
The final chapter of the Gucci Gift campaign unfolds in Florence, the birthplace of Gucci and a city steeped in timeless artistry and tradition. Amid the evening festivities, Julia Garner, who is captured with her husband Mark Foster, Dakota Johnson, and Global Brand Ambassadors Ni Ni and Xiao Zhan bring the magic of year-end celebrations to life, as they showcase a selection of holiday-ready styles designed to inspire festive soirées.
In the poetic glow of the night, joyful revelers and their radiant attire illuminate the evening, celebrating the beauty of connection and the anticipation of new beginnings. Florence, with its rich heritage and creativity, provides the perfect setting for moments destined to become cherished memories.
Highlighting the collection are iconic designs such as the Jackie Notte, Jackie 1961, and Bamboo 1947 handbags, reimagined in metallic tones, Rosso Ancora, and with crystal embellishments, complemented by Gucci Signoria slingbacks and Gucci Horsebit fine jewelry, elevating every look.
CREDITS
Creative Director: Sabato De Sarno
Art Director: Riccardo Zanola
Director: Marcell Rev
Photographer: Anthony Seklaoui
Stylist: Francesca Burns
Make Up: Diane Kendal
Hair: Shay Ashual
