LOVE CAMPAIGN: Gucci is exploring love in all its forms with its first Valentine’s Day campaign conceived by creative director Sabato De Sarno and to be unveiled globally Friday.
The designer tapped American photographer Tina Barney to shoot the “Gucci Together” campaign fronted by real couples and families that are part of the fashion industry.
“With this campaign, we wanted to tell and celebrate love in all its nuances,” De Sarno said. “The cast includes families of all kinds, couples in love, friends bound by deep affection. It was amazing to work with Tina Barney, an artist who has been documenting affection and relationships for decades. Her gaze and lens are able to combine beauty and truth, giving us a fragment of life that speaks to us all.”
Carlos Nazario and Joe Morris
Barney is well known for her color portraits of her family and close friends and, to wit, Gucci said in a statement that she is able “to capture the theatricality of everyday life through refined compositional choices and evocative backdrops.”
The images portray Mariacarla Boscono and Claudio Stecchi; Kristen Coffey and Sharon Osterbind; Duyen Nguyen and Marc Nguyen; Hong Lin and Senyao Chen; George Barnett and Pixie Geldof; Rae Boxer and Etienne Deroeux; Liya Kebede, Philippe Rousselet and their children, and Carlos Nazario and Joe Morris.
Hong Lin and Senyao Chen
They are photographed in the backdrop of home settings, capturing shared personal moments, and Gucci is also releasing a series of videos.
The exhibition, “Tina Barney. Family Ties,” is currently being staged in Paris at the Jeu de Paume museum.
A gifting selection for Valentine’s Day ranges from the Gucci Horsebit 1955 soft handbags and the Savoy travel collection to eyewear, shoes with the Horsebit or Web stripe, silk Flora scarves, Link to Love fine jewelry, and the brand’s Flora fragrances.
Gucci last week unveiled its spring 2025 campaign, dubbed “Where Light Finds Us,” photographed by Canadian filmmaker and actor Xavier Dolan, and fronted by Yara Shahidi and George MacKay.
Earlier this month, the Italian brand celebrated the Chinese New Year with a new campaign featuring global brand ambassadors Ni Ni and Xiao Zhan, paying tribute to family, tradition and the symbolic renewal of the Year of the Snake.
