With the heatwave in full swing and the fashion world eagerly awaiting Demna‘s first moves as the new creative director, Italian fashion house Gucci presents its new Fall/Winter 2025 campaign, “The Gucci Portrait Series.”

Renowned photographer Catherine Opie is responsible for capturing this new visual narrative, turning her lens on a group of forty-two unique individuals. Each portrait exudes authenticity and intimacy, composing a human mosaic as diverse as it is captivating. These are real faces, with their own stories, embodying the emotional and aesthetic richness that the brand seeks to highlight this season.

In terms of style, the campaign naturally embraces the brand’s timeless codes: the impeccable blend of sprezzatura — that effortless elegance so typical of Italy — and the air of unstructured sophistication that has defined the company since its inception. The looks from the Fall/Winter line are organically integrated into each image, highlighting a fashion that is as much attitude as it is art.

As a visual and emotional complement, the campaign expands into a series of videos directed by Lisa Rovner. In them, the protagonists answer open-ended questions that generate spontaneous moments of humour, reflection, and nostalgia. An intimate touch that further humanises the proposal.

How do you like the new Gucci campaign?