GUCCI’s Cinematic Call to Emotion
* Where Light Finds Us
written AMANDA MORTENSON
GUCCI projects intensity and emotion. Spring 2025’s campaign, “Where Light Finds Us,” seen and directed by Xavier Dolan, pulses with raw tension and vulnerability. The actors Yara Shahidi and George MacKay anchor the scenes as glowing portraits of intimacy, caught in fleeting, luminous moments.
This isn’t a linear story. Instead, light takes on a transformative role, spilling through windows, cutting across walls, and touching brief, unspoken connections. Dolan’s lens captures moments of fleeting beauty, weaving shadows and light into a poetic visual experience.
GUCCI Spring 2025 Campaign
George MacKay
Gucci’s creative director, Sabato De Sarno, introduces a collection that moves fluidly between timelessness and modernity. Silhouettes include relaxed suiting and ethereal dresses that seem to float, creating a collection that refuses categorization. The iconic Bamboo 1947 bag reappears, embodying a sense of enduring elegance and thoughtful design. Every detail—from fabrics to stitching—is imbued with a quiet intensity, ready to resonate deeply.
Color choices feel deliberate, with soft blues and creams balanced by moments of vibrant citron and crimson. This intentional palette injects energy and emotional depth into the collection, offering a dynamic interplay of moods.
The campaign’s imagery thrives on ambiguity. Dolan’s still frames explore emotions through gestures and glances: hands brushing over fabric, light tracing a silhouette, or a gaze that holds untold stories. The camera lingers, urging viewers to delve deeper into its layers of meaning.
“Where Light Finds Us” challenges conventions and embraces an intimate, reflective tone. It invites the audience to sit with its layered beauty and absorb its quiet, human depth. Gucci’s Spring 2025 campaign transcends fashion, presenting a vision of raw emotion and light’s ability to reveal truth.
watch campaign film
GUCCI Spring 2025
campaign credits
GUCCI creative director SABATO DE SARNO
art director RICCARDO ZANOLA
seen + directed XAVIER DOLAN
models YARA SHAHIDI + GEORGE MACKAY
stylist FRANCESCA BURNS
hair JAWARA
makeup AARON DE MEY
GUCCI Spring 2025 Campaign
George MacKay