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In the House's latest campaign, self-love is presented as a series of lighthearted encounters that play with identity, projection, and desire.
This Valentine’s Day, Gucci explores love from a different angle, turning the dating ritual inward. Set within a dating show framework, the campaign brings together a cast who meet their own alter egos, capturing moments that feel playful, instinctive, and lighthearted. Across still images and video, identity and desire come into view without declarations or conclusions, just the pleasure of seeing yourself anew.
This perspective extends into a Valentine’s Day edit designed for gifting, self-gifting, or both. The selection spans signature handbags including the new Gucci Borsetto tote in suede and GG canvas, the iconic Gucci Bamboo 1947, as well as the Lunetta shoulder bag and a range of leather backpacks and totes. Shoes include the Vittoria pump, a new soft Horsebit loafer, and Stretch sneakers, completed by silk accessories and jewelry defined by signature motifs.
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Framed like a dating show, the new Valentine’s Day campaign follows a cast of characters meeting their own alter egos in playful exchanges.A Self-Love Story
 

Framed like a dating show, the new Valentine’s Day campaign follows a cast of characters meeting their own alter egos in playful exchanges.A Self-Love Story
Framed like a dating show, the new Valentine’s Day campaign follows a cast of characters meeting their own alter egos in playful exchanges.A Self-Love Story
Framed like a dating show, the new Valentine’s Day campaign follows a cast of characters meeting their own alter egos in playful exchanges.A Self-Love Story
Framed like a dating show, the new Valentine’s Day campaign follows a cast of characters meeting their own alter egos in playful exchanges.A Self-Love Story
Framed like a dating show, the new Valentine’s Day campaign follows a cast of characters meeting their own alter egos in playful exchanges.A Self-Love Story

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