For Gucci’s spring-summer 2025 campaign, “Where Light Finds Us,” actors George MacKay and Yara Shahidi step into a world shaped by suspended moments, where sunlight cuts through like a silent observer. Directed by Xavier Dolan, the campaign reveals fleeting glimpses of intimacy and solitude—windows into the human experience.
The art direction, under Riccardo Zanola, anchors the narrative in muted palettes and textured backdrops, while Francesca Burns’ styling blends tactile elegance with a hint of nostalgia.
Gucci Spring/Summer 2025 Campaign
The collection itself is an ode to quiet rebellion, where mesh tops and deep earth tones create a dialogue between vulnerability and boldness. MacKay’s look in one frame—a brown knit sweater paired with minimalist loafers and dark socks—evokes a sense of pared-back masculinity.
Each outfit resonates with the Gucci collection’s overarching ethos: personal freedom stitched into everyday moments.
Gucci’s creative director, Sabato De Sarno, frames the collection as a celebration of human connection. “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.”
De Sarno elaborates, “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.”
Dolan’s camera lingers, capturing the interplay between texture and light. In one scene, MacKay leans against a vintage green sofa, his tailored brown suit offset by the glint of a burgundy crossbody bag. The weight of his gaze mirrors the campaign’s message—a reflection of stillness and depth.
Dolan, reflecting on the campaign’s impact, shared, “Joy. Alleviation. What else can I hope for? Everything you stumble upon feels irrelevant these days, doesn’t it, in the grand scheme of things? But we take tenderness and beauty where we find them. As long as we don’t become oblivious to the rest.”
The Canadian director continues, “Here are 60 seconds to breathe in, breathe out, see a scarf billow in the breeze, take in some dust flowing through the air, some warmth. So alleviation, I’d say. It’s not much. But if it stays with you for a minute or so, and brings you the slightest amount of comfort, then it was all worth it.”
In the dim light of a retro motel room, MacKay reclines, showcasing the Gucci’s ability to blend the ordinary with the extraordinary. A polo shirt peeks out from under a tailored blazer, while a leather duffle sits beside him, embodying movement and stillness in a single frame. It’s a moment that lingers—an invitation to pause and rediscover the beauty in imperfection, in connection, in light.
