Gucci Lido

Named for the historic beach clubs that dot Italy’s coastlines, the new Gucci Lido campaign features images by photographer Jim Goldberg with his signature use of written reflections, alongside a special video directed by rubberband. Time stretches and the usual pace of life gives way to something grounded, yet full of possibility as days unfold with an easy rhythm, set by the natural flow of people drawn together by a shared desire for escape and the quiet thrill of discovery. The curated cast wears pieces from the new collection infused with fluid silhouettes, summery textures, and a vibrant palette – a dance of colors and fabrics evoking feelings of lightness and leisure. The campaign becomes a living tableau as each moment lingers long enough to be remembered, shaping a story that will resonate long after the season ends, always holding the potential to begin again.

Artistic Director: Riccardo Zanola 
Director: rubberband. (Jason Sondock & Simon Davis) 
Photographer: Jim Goldberg 
Stylist: Virginie Benarroch 
Music: 'And Birds Are Still …, Op. 72' by Takashi Yoshimatsu 
© Chandos Music Limited World, Japan Arts for Japan only 
Licensed courtesy of Chandos Records