Gucci’s spring/summer 2025 campaign, Where Light Finds Us, transcends fashion to celebrate the delicate interplay between light, emotion, and connection. Under the artistic direction of Sabato De Sarno and the cinematic lens of Xavier Dolan, this campaign unfolds as a visual poem—capturing a moment of suspended beauty where light unveils the invisible.
A Story of Light and Humanity
At the campaign’s heart are actors Yara Shahidi and George MacKay, who embody the essence of connection through subtle gestures and fleeting emotions. Dolan’s vision transforms ordinary settings—sunlight filtering through half-open windows and intimate spaces—into dreamlike sanctuaries that radiate universal resonance.
Reflecting on this narrative, Sabato De Sarno remarked, “Gucci Spring/Summer 2025 celebrates humanity in its most vivid and tender forms. With Xavier Dolan, we captured a magical, unpredictable moment where love and connection unfold in their purest essence. Light becomes a metaphor for authenticity and vulnerability, showcasing the extraordinary beauty of shared emotions.”
Fashion That Blends Simplicity and Complexity
The Spring/Summer 2025 collection weaves seamlessly into the campaign’s narrative, blurring the lines between simplicity and complexity. Lightweight fabrics meet structured silhouettes, luminous hues blend with unexpected bursts of color, and every piece reflects De Sarno’s vision of personal freedom and everyday beauty.
Among the standout pieces, the reimagined Bamboo 1947 bag honors Gucci’s heritage while embracing a contemporary aesthetic. This iconic accessory encapsulates Gucci’s philosophy of harmonizing tradition and innovation, offering a timeless appeal that looks to the future.
A Cinematic Experience
Under Dolan’s direction, Where Light Finds Us becomes more than just a campaign—it’s a sensory and emotional journey. Light itself takes on a narrative role, revealing moments of intimacy, vulnerability, and connection. As Dolan explains, “Joy. Alleviation. These fleeting moments of beauty offer a chance to breathe, to feel warmth and tenderness. It’s not much, but if it stays with you, it’s everything.”
This campaign is a celebration of fashion as an art form and an ode to humanity’s most fragile, fleeting moments. It invites us to pause, to see the beauty in the everyday, and to embrace the courage of authenticity.
