Gucci has unveiled "THE GUCCI PORTRAIT SERIES," an advertising campaign for its Fall/Winter 2025 collection, photographed by photographer Catherine Opie.
Courtesy of Gucci
The campaign features a series of portraits featuring 42 people of different generations and backgrounds, each with their own unique stories and perspectives. The portraits, which weave together diverse identities, deeply examine the relationship between "people" and "clothing."
Courtesy of Gucci
Clothes as frames for personality—a Catherine Opie perspective
Catherine Opie is an artist renowned for her intimate portraits of the human condition. In this campaign, she uses her sensitive sensibility to capture intimate moments with each of her subjects.
Courtesy of Gucci
The way a jacket sleeve is folded, the angle of the hand holding a bag, the scarf that sways with each step...all of these speak to the individuality that emanates from natural behavior, rather than mere styling. Clothing exists not as a tool for staging, but as an extension of identity.
Courtesy of Gucci
Resonating with Film Works - Voices Speaking of "Themselves"
This campaign is also linked to a film series by filmmaker Lisa Rovner. In the interview-style films, the participants respond to open-ended questions in a natural way, mixing recollection, humor, and introspection. Based on the concept of "discovering diversity through repetition and exploring identity from that diversity," it is not simply the answers that are given that reveal the participants' true selves; it is the process of answering that brings them into the picture.
https://youtu.be/uD5soeLq3aQ
sprezzatura - the quintessence of Gucci's enduring aesthetic
At the heart of "THE GUCCI PORTRAIT SERIES" is the uniquely Italian aesthetic of "sprezzatura." This style refers to an "intentional sense of freedom amidst perfection" or a "calculated naturalness," and is also the theme of the Fall/Winter 2025 collection. This spirit is alive in every person and styling featured in the portraits, functioning as a key factor connecting Gucci's past, present, and future.
Courtesy of Gucci
A quiet lingering feeling where appearance and inner self intersect
"THE GUCCI PORTRAIT SERIES" does more than simply depict people wearing clothes. Through portraits, it visualizes the moment when appearance and essence intersect, prompting the viewer to question the very nature of the act of "seeing."
Courtesy of Gucci
The individual presence that emerges through clothing, the story behind it, and the humanity behind the gaze. Through this campaign, Gucci conveys a quietly powerful message that goes beyond the word "style."
Art Director: Riccardo Zanola
Director: Lisa Rovner
Photographer Endorsed: Catherine Opie
Photographer Still Life: Charles Negre
Stylist: Suzanne Koller
Make Up: Lauren Parsons
Hair: Benjamin Muller
Nails: Alexandra Janowski
Contact:
Gucci/Gucci Client Services
0120-99-2177
Courtesy of GucciThe campaign features a series of portraits featuring 42 people of different generations and backgrounds, each with their own unique stories and perspectives. The portraits, which weave together diverse identities, deeply examine the relationship between "people" and "clothing."
Courtesy of GucciClothes as frames for personality—a Catherine Opie perspective
Catherine Opie is an artist renowned for her intimate portraits of the human condition. In this campaign, she uses her sensitive sensibility to capture intimate moments with each of her subjects.
Courtesy of GucciThe way a jacket sleeve is folded, the angle of the hand holding a bag, the scarf that sways with each step...all of these speak to the individuality that emanates from natural behavior, rather than mere styling. Clothing exists not as a tool for staging, but as an extension of identity.
Courtesy of GucciResonating with Film Works - Voices Speaking of "Themselves"
This campaign is also linked to a film series by filmmaker Lisa Rovner. In the interview-style films, the participants respond to open-ended questions in a natural way, mixing recollection, humor, and introspection. Based on the concept of "discovering diversity through repetition and exploring identity from that diversity," it is not simply the answers that are given that reveal the participants' true selves; it is the process of answering that brings them into the picture.
https://youtu.be/uD5soeLq3aQ
sprezzatura - the quintessence of Gucci's enduring aesthetic
At the heart of "THE GUCCI PORTRAIT SERIES" is the uniquely Italian aesthetic of "sprezzatura." This style refers to an "intentional sense of freedom amidst perfection" or a "calculated naturalness," and is also the theme of the Fall/Winter 2025 collection. This spirit is alive in every person and styling featured in the portraits, functioning as a key factor connecting Gucci's past, present, and future.
Courtesy of GucciA quiet lingering feeling where appearance and inner self intersect
"THE GUCCI PORTRAIT SERIES" does more than simply depict people wearing clothes. Through portraits, it visualizes the moment when appearance and essence intersect, prompting the viewer to question the very nature of the act of "seeing."
Courtesy of GucciThe individual presence that emerges through clothing, the story behind it, and the humanity behind the gaze. Through this campaign, Gucci conveys a quietly powerful message that goes beyond the word "style."
Art Director: Riccardo Zanola
Director: Lisa Rovner
Photographer Endorsed: Catherine Opie
Photographer Still Life: Charles Negre
Stylist: Suzanne Koller
Make Up: Lauren Parsons
Hair: Benjamin Muller
Nails: Alexandra Janowski
Contact:
Gucci/Gucci Client Services
0120-99-2177
