The new Gucci Lido 2025 campaign stars Daisy Edgar-Jones

The Gucci Lido campaign takes us to the Italian coastline with actors Daisy Edgar-Jones, Aliocha Schneider and David Jonsson

Gucci’s new summer campaign, dubbed Gucci Lido, takes us to the Mediterranean coastline, where time seems to be at a standstill. Inspired by Italy’s coastal lidos, this refreshing new edit captures the charm of la dolce vita with scenes saturated in playful imagery and infused with warmth. Starring actors Daisy Edgar-Jones, Aliocha Schneider and David Jonsson, this visual showcase lends a youthful, sunlit approach to such a respected and established luxury house. 

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The House currently finds itself in a transition following Sabato de Sarno’s exit and Denma Gvasalia’s impending arrival in the latter half of the year. A brief interlude as the brand shifts creative reigns from one to another, Gucci Lido signals a departure from the fast pace, a reminder to take things slow and enjoy the quiet. 

The campaign’s imagery sees the actors lounging upon a yacht deck, in a sunlit narrative almost akin to that of 1999’s The Talented Mr Ripley. Lensed by photographer Jim Goldberg, the featured players are seen donning coveted items from the Gucci Lido repertoire: new Gucci Eyewear styles, Monogram towels, and signature handbag lines like the Gucci Softbit, GG Marmont and Bamboo 1947 crocheted in raffia or wicker.

See also: Inside Gucci’s ‘Bamboo Encounters’ exhibition at Fuorisalone 2025 in Milan

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