Gucci’s Spring/Summer 2025 campaign,  Where Light Finds Us, is an emotional journey that transcends the realms of fashion. Directed by the acclaimed Xavier Dolan, the campaign unravels the themes of connection, humanity, and the quiet beauty of vulnerability. With English actor George MacKay and American actress Yara Shahidi at its heart, the narrative delves into fleeting moments that define what it means to be human, framed through the lens of luxury, intimacy, and the interplay of light.

A New Vision of Humanity and Connection

For Sabato De Sarno, Gucci’s creative director, the Spring/Summer 2025 collection is not just a statement of fashion but a reflection of the human experience in its rawest form. “This is a celebration of humanity in its most vivid and tender forms,” De Sarno explains. The collection, which integrates pieces from Gucci’s storied archives with contemporary design, serves as a backdrop to a poignant exploration of emotion and authenticity.

Working closely with Dolan, known for his work with global brands such as Chopard and Prada, the campaign captures a moment of ethereal connection between MacKay and Shahidi. Their chemistry is felt in every glance, in every movement, as they interact within a dreamlike, dimly lit space. As Dolan shares, “We take tenderness and beauty where we find them,” and this campaign finds beauty in the unspoken, in the light that casts fleeting shadows and reveals fleeting emotions.

A Cinematic Journey of Light and Shadow

The aesthetic vision of Where Light Finds Us is meticulously crafted by stylist Francesca Burns and art director Riccardo Zanola, longtime collaborators of De Sarno. The visuals resonate with a sense of nostalgia, as sunlight filters through windows, illuminating intimate gestures and delicate moments. The lighting is not just a design choice but a metaphor for authenticity—those pure, unfiltered emotions that shine brightest in the quietest of moments.

Throughout the narrative, the actors’ expressions shift from vulnerability to joy, reflecting a shared understanding that transcends words. In one scene, MacKay and Shahidi dance together, their movements graceful and fluid in formal Gucci attire. In another, they exchange meaningful glances across a sunlit room, their faces capturing the bittersweet beauty of fleeting connection. The campaign is as much about the stillness between the moments as it is about the moments themselves.

Timeless Craftsmanship and the Bamboo 1947 Bag

At the core of the campaign is Gucci’s reinterpreted Bamboo 1947 bag, a timeless icon of the brand’s heritage. First introduced in the late 1940s, the Bamboo bag now returns with a refreshed design for the Spring/Summer 2025 collection. A symbol of Gucci’s enduring craftsmanship, it subtly anchors the campaign’s exploration of the intersection between history and modernity. The bag’s inclusion emphasizes the idea of lasting beauty and the intersection of past and present, as it makes its quiet yet impactful appearance in the final moments of the campaign.

A Moment of Breath and Reflection

The entire campaign, which unfolds over the course of just under a minute, invites viewers to slow down and savour the small moments often overlooked in the hustle of daily life. “Everything you stumble upon feels irrelevant these days,” Dolan muses, “but here are 60 seconds to breathe in, breathe out, see a scarf billow in the breeze.” In these carefully crafted moments of stillness, Gucci’s Spring/Summer 2025 collection offers more than just a glimpse into the brand’s latest designs—it offers a meditation on the fleeting, extraordinary beauty of human connection.

Looking Forward: Gucci’s Vision for the Future

In Where Light Finds Us, Gucci is not only updating its design language but also reaffirming its place as a cultural beacon. Through this campaign, the brand reinforces its commitment to creating inclusive and authentic narratives, grounded in both heritage and forward-thinking creativity. As the Spring/Summer 2025 collection continues to weave together the past, present, and future, it invites viewers to reflect on the shared experiences that make us human, encapsulating those moments that will forever resonate in the light.

Written By: Lydia Kelly

Published: 28th January 2025