Count on Sabato De Sarno to continuously push the envelope for the House of Gucci. Capturing the joy and vibrancy of coastal living, the Italian luxury fashion house's newest campaign, Gucci Lido, draws inspiration from Italy's beloved beach clubs or lidos. And to fully bring to life the spontaneous and lively spirit of the summer season, the brand went the extra mile with the photos, submerging in water over P2.6 million worth of Gucci pieces.
LOOK: Gucci's Underwater "Gucci Lido" Campaign
The Gucci Lido campaign is a tribute to the easygoing charm of Italy's storied coastlines. With a palette full of bright colors and striking prints, the collection evokes the excitement of sunny mornings and refreshing afternoon swims. The film and imagery showcase a lively destination pool party, promising memories that will last long even after summer ends.
The collection, including swimwear and resort wear, marries luxury with comfort—perfect for both seaside lounging and elegant evenings. Another standout feature of the campaign is the fresh take on Gucci's classic handbag lines. Iconic pieces like the Gucci Jackie and GG Marmont bags, along with colorful GG canvas accessories such as the Gucci Luce and Moon Side bags, take center stage.
These classics, presented in new and playful ways, were photographed underwater and brought to life through the lens of Anthony Seklaoui. The creative approach extends to the pieces featured, with a total of over $45,000 or approximately P2.6 million worth of luxurious items submerged in water.
SHOP: The Exact Pieces Featured in the Gucci Lido Campaign
GG Jacquard Denim Shorts, $1350; GG Medium Tote Bag, $2490; Marina Chain Necklace, $2490, all GUCCI, gucci.com
Luce Small Shoulder, $3200, GUCCI, gucci.com
Men's Re-Web Sneaker, $1150, GUCCI, gucci.com
Silk Jacquard Shirt and Bra Set, $1850; GG Stretch Jersey Bikini, $720; Juta Bucket Hat, $1190; Large Tote Bag with Gucci Embroidery, $2550, all GUCCI, gucci.com
GG Bouclé Cotton Jacket with Horsebit, $3420; GG Bouclé Cotton Skirt, $1360; GG Marmont Small Shoulder Bag, $2550, all GUCCI, gucci.com
Cotton Tweed Jacket, $3200; Cotton Jersey T-Shirt with Print, $590; GG Stretch Jersey Bikini, $720; Mini Bucket Shoulder Bag, $2450, all GUCCI, gucci.com
Women's Interlocking G Slide Sandal, $700, GUCCI, gucci.com
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