Introducing Gucci Altitude
by Adriano Batista
Gucci introduces its first winter sportswear collection, Gucci Altitude. The campaign is set within the vastness of a snow-covered landscape, framing the house’s entry into this new world. The collection exists in the space between sky and mountain, where the idea of elevation is both physical and a state of mind.
Global Brand Ambassador Jannik Sinner stars in the campaign. His own history, having been a junior ski champion before rising to the top of tennis, mirrors the collection’s themes of focus and discipline. The images follow him across snowy peaks toward an endless horizon.
Sinner shared his thoughts on the shoot, saying, “This was such a special and unique shoot in the mountains… this one was truly magical and an experience I’ll never forget.”
The clothing finds a balance between high exertion and comfort. Alpine wear is seen through a modern lens, with technical details refined into clean silhouettes. The collection includes sports eyewear like ski goggles and wraparound sunglasses, each marked with the Gucci logo. The feeling is one of control and composure, not spectacle.
The pieces are built with advanced technology, featuring breathable constructions, water-resistant finishes, and functional details like ski pass pockets. Beyond clothing and footwear, Gucci has collaborated with HEAD on a range of high-precision equipment. This includes skis, snowboards, and helmets, all marked with the brand’s iconic Web stripe. It is technical wear redefined for the most demanding winter moments.
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