Gucci Lido 2025: Daisy Edgar-Jones Embodies Seaside Sophistication in a Mediterranean Fantasy
Gucci beckons fashion enthusiasts to embark on a sun-soaked adventure with its newest Gucci Lido 2025 campaign, a visual tribute to coastal relaxation and effortless opulence. Led by British actress Daisy Edgar-Jones, the campaign encapsulates the essence of a Mediterranean summer, fusing high fashion with the laid-back allure of a beach escape.
Captured by the esteemed Jim Goldberg, the campaign unveils itself on a timeless sailboat, where the ocean breeze flutters through linen garments and silk scarves, with golden light enveloping the deck in a warm embrace. Goldberg’s vision turns each moment into a cinematic vignette—part fashion showcase, part travel memoir.
A Cast of Coastal Chic
Joining Edgar-Jones are actors David Jonsson and Aliocha Schneider, who infuse a relaxed yet sophisticated vibe into the campaign. The trio is depicted lounging in a thoughtfully curated array of Gucci’s summer essentials: swimsuits layered beneath striped shirts, GG-monogrammed towels draped over their shoulders, and light cotton coverups that sway with the wind.
Each photograph features handwritten notes like “salty sticky bliss” and “lost love,” introducing a nostalgic, somewhat poetic touch to the visuals. These whimsical doodles evoke reminiscences of summer flings and sun-drenched escapades, anchoring the high-fashion imagery in heartfelt storytelling.
A Palette of Oceanic Luxury
The Gucci Lido 2025 collection showcases exemplary vacation attire. Accessories take the spotlight, featuring striking eyewear, oversized bags in marine shades, and lively silk scarves that serve as headwraps or wraps. The campaign also brings back iconic Gucci handbags—the Softbit, GG Marmont, and Bamboo 1947—reinterpreted in seasonal materials like raffia, crochet, and sun-faded canvas.
Footwear and jewelry are simplified, allowing the breezy silhouettes and luxurious textures to take center stage. Think espadrilles, flat sandals, and delicate gold chains that glimmer with every movement.
From Day to Dusk
The campaign seamlessly transitions from daylight to evening, illustrating Gucci’s knack for merging casual ease with polished elegance. Daytime ensembles feature white tunics, linen pants, and open-knit designs ideal for spontaneous sea swims or sun-soaked naps. As twilight descends, the wardrobe evolves to include relaxed evening attire—imagine flowing maxi dresses, tailored blazers over swimsuits, and sun-bleached accessories reflecting the colors of the dusk sky.
A Moodboard for Summer
More than merely a fashion statement, Gucci Lido 2025 serves as a moodboard for an ideal summer. It embodies the spirit of Mediterranean life: leisurely, sun-kissed, and effortlessly stylish. Through the lens of Daisy Edgar-Jones and her fellow cast members, Gucci illustrates a season spent pursuing the horizon, where every outfit narrates a story and every detail feels intentional.
With its blend of nostalgia, sophistication, and wanderlust, Gucci Lido 2025 reminds us that style transcends the shoreline—it journeys with you into the sunset.
Discover more from the campaign at Gucci.com.
