Gucci has unveiled its intriguing Spring/Summer 2025 campaign, Where Light Finds Us, which is a poetic examination of the interaction of light and shadow, movement, and stillness.
The ad, created by Creative Director Sabato De Sarno and directed by Xavier Dolan, tells the story of a momentary meeting between two souls, enlightened by the transformational force of light, revealing the unseen and unheard.
WHERE LIGHT FINDS US
This ethereal drama revolves around actors Yara Shahidi and George MacKay, whose on-screen connection is revealed through delicate gestures and emotional shards.
Dolan photographs their meeting in locations that combine the real and the fantastical spaces where sunlight pours through half-open windows, casting gentle, golden glows that raise the ordinary into the spectacular.
These locales become sanctuaries, evoking universal feelings and transforming every action into visual poetry.
Reflecting on the campaign, Sabato De Sarno shared “Gucci Spring/Summer 2025 celebrates humanity in its most vivid and tender forms. Collaborating with Xavier Dolan allowed us to immortalize a magical and unpredictable moment where love and connection take center stage. Light becomes a metaphor for vulnerability and authenticity, unveiling the unspoken beauty of shared emotions. This campaign transcends fashion; it’s a tribute to the extraordinary moments that define our humanity.”
The Spring/Summer 2025 collection fits effortlessly into this storyline, promoting individualism and self-expression. Airy fabrics contrast with structured designs, and dazzling tones contrast with unexpected splashes of color, encapsulating De Sarno’s notion of personal freedom via clothing.
The reinvented Bamboo 1947 bag stands out among the accessories, paying homage to Gucci’s legacy while innovating for the future. This harmonious blend of heritage and contemporary embodies the House’s eternal aesthetic philosophy.
Dolan’s viewpoint transforms the commercial into a sensual and emotional experience, rather than just a visual exhibition. Light acts as a living story element, revealing themes of intimacy, connection, and vulnerability.
Where Light Finds Us is a tribute to mankind, encouraging us to embrace authenticity in life’s most ephemeral yet important moments.
Director Xavier Dolan expressed his hopes for the campaign’s impact: “Joy. Alleviation. What else can I hope for? In a world where so much feels irrelevant, we cling to tenderness and beauty wherever we find them. This is 60 seconds to breathe in, breathe out, and simply take in the warmth, a scarf billowing in the breeze, sunlight catching dust in the air. If this campaign stays with someone, even for a moment, offering the slightest comfort, then it was all worth it.”
CAMPAIGN CREDITS
Creative Director: Sabato De Sarno
Art Director: Riccardo Zanola
Photographer and Director: Xavier Dolan
Stylist: Francesca Burns
Makeup Artist: Aaron de Mey
Hair Stylist: Jawara