Gucci’s latest campaign for Summer 2025 captures the unhurried rhythm of the season. Titled “Gucci Lido,” it stars Daisy Edgar-Jones, who makes her debut as Gucci‘s newest ambassador. The “Normal People” actress is joined in the Mediterranean-inspired collection by fellow British actor David Jonsson and French singer/actor Aliocha Schneider.
Photographed by Jim Goldberg with art direction by Riccardo Zanola and styled by Virginie Benarroch, the campaign transports viewers to an idyllic coastal retreat. The trio appearing elegantly aboard vintage sailboats and lounging in secluded garden villas embody summer leisure at its finest.
The “Gucci Lido” campaign showcases approachable luxury with versatile pieces perfect for warm-weather escapes. Talents wear everything from GG monogram denim and one-piece swimsuits to striped bowling shirts and lightweight cotton separates.
For Summer 2025, Gucci has reimagined signature accessories in seasonal materials. Beloved Gucci Softbit, GG Marmont and Bamboo 1947 bags are refreshed in raffia and wicker with crochet details. New Gigi suede loafers, statement eyewear and Interlocking G jewelry complete the accessories lineup.
The campaign features handwritten phrases such as “Lost Love,” “The Day I Forgot My Hat” and “Music Playing From Fuzzy Speakers” scattered throughout the images, creating the feeling of a personal travel journal. This artistic approach lends an intimate, almost casual sensibility to the luxury presentation.
The accompanying video, directed by Rubberband, follows Edgar-Jones and her co-stars from coastlines to sun-drenched balconies, further establishing the campaign’s atmosphere of relaxed summer fun.
Behind the scenes, hair is done by Lukas Tralmer and make-up by Jo Baker (for Daisy Edgar-Jones) and Christelle Cocquet (for David Jonsson and Aliocha Schneider).
