WHERE LIGHT FINDS US – GUCCI’S SPRING SUMMER 2025 CAMPAIGN

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Surrender to the light

Warm, earthy colors, a jazzy musical background, a fluttering silk scarf. Gucci’s freshly launched campaign Where Light Finds Us triggers something within you–the last memorable stay at an old hotel? The slightly strange moment when time stands still, and you savor the here and now, feeling every part of your body?

Where Light Finds Us draws the viewer in, showcasing loose, delicate moments between two people. Without a fixed storyline, this campaign captivates and draws you into your own memories. You can almost feel the fabrics of the featured Gucci garments on your skin, captured impressively by Photographer and Director Xavier Dolan. The actors Yara Shahidi and George MacKay show their emotions and move so subtly, illuminated by the rays of sunlight streaming from outside through the windows, into the room that resembles a vintage hotel suite.

Sabato De Sarno’s thoughts on Where Light Finds Us

Creative Director Sabato De Sarno reflected on the new campaign: “Gucci Spring Summer 2025 is a celebration of humanity in its most vivid and tender forms. Working with Xavier Dolan allowed us to capture a precise, magical, and unpredictable moment – where love and connection unfold in their purest essence. His vision reveals the unspoken beauty of shared emotions, where light becomes a metaphor for authenticity and vulnerability. This campaign is not just about fashion – it’s an ode to the fleeting, extraordinary moments that define what it means to be human.”

Warm nuances and captivating frames

Besides the two actors, the main character in Where Light Finds Us is Gucci’s Spring Summer 2025 collection, perfectly fitting into the modern interpreted 70s vibe and styled by Francesca Burns. Lightweight fabrics meet wide lapel collars and vibrant shades of green and red mixed with warm nuances of brown. The reinterpretation of the Bamboo 1947 bag blends seamlessly into the overall look.

Overall, this campaign is typical Gucci: contemporary yet tradition-focused, calm, intense and super close, but still high gloss. It’s a sensory experience for those who watch it until the end, losing themselves in the scene. One almost envisions lying on the soft carpet, lost in thought, gazing at the ceiling. In a time where everything flows by and the frames can’t switch quickly enough, Where Light Finds Us slows things down and shows the beauty of two souls interacting with each other.