Gucci has introduced its Lido Summer campaign for 2024, aiming to encapsulate “a spirit of escapism, embracing the spontaneity, vibrancy, and joy synonymous with the season”.
Directed by Sabato De Sarno, the campaign draws inspiration from the essence of an Italian getaway, where picturesque “lidos” or beach clubs adorn the coastlines, presenting the House’s resort collection in scenes of carefree spontaneity that capture the essence of summer. Set against the backdrop of a destination pool party, the film portrays moments of spontaneity and exuberance, showcasing the collection’s lively palette and captivating prints.
Models Betty Schupp, Camille Rowe, Gabriele Gherardi, He Cong, Jiahui Zhang, and Victoria Fawole star in the advertisement, which is set to the beats of “Loud Places (feat. Romy)” by Jamie xx.
The Lido collection introduces fresh styles of footwear, accessories, swimwear, and resort wear. It also presents a reimagining of iconic handbags such as the Gucci Jackie and GG Marmont, infused with contemporary twists that reflect the relaxed luxury of coastal living. The accessories in the collection are enhanced with neon accents, echoing the vibrant colors and dynamic ambiance of seaside resorts.
