Luxury house Gucci unveiled its latest collection Gucci Lido Summer 2024, that encapsulates the essence of an Italian summer and celebrates coastal allure. Inspired by the charming beach clubs, or ‘lidos,’ dotting Italy’s picturesque coastlines, this range is the creation of the brand’s Creative Director Sabato De Sarno and has been vividly brought to life through the evocative photography of Anthony Seklaoui.
Gucci Lido is characterized by a spirit of escapism, blending spontaneity, vibrancy, and the sheer joy of sun-kissed days with the salty breezes of the seaside. The campaign portrays scenes of carefree exuberance at a quintessential destination pool party, promising memories that will linger long past summer’s end. Among the stars of the campaign are Aboubakar Konte, Adele Aldighieri, Betty Schupp, Brando Erba, Gabriele Gherardi, He Cong, Jiahui Zhang, and Victoria Fawole. In charge of styling was Alastair McKimm, with art direction from Riccardo Zanola, and casting direction by Piergiorgio Del Moro and Samuel Ellis Scheinman. Video direction by Marcell Rev.
The collection features a sophisticated array of swimwear and resort wear that fuses luxury with comfort, perfect for the discerning traveler looking to embody the season’s relaxed elegance. Central to the campaign are novel renditions of Gucci’s iconic handbags – the Gucci Jackie and GG Marmont – which have been reimagined in straw effect raffia and canvas to complement the summer vibe. Colorful accessories in GG canvas, like the Gucci Luce and Moon Side bags, infuse the collection with a playful spirit, while neon details on traditional motifs inject a contemporary edge.
To bring the Gucci Lido experience to life, the House is launching a series of pop-up shops in some of the world’s most famed resort destinations, including Porto Cervo, Capri, the Hamptons, and Saint-Tropez. These pop-ups offer an immersive opportunity for visitors to explore the collection’s vibrant pieces and experience Gucci’s renowned luxury firsthand.
From May 24 to May 26, Gucci will host an exclusive event at Hotel Il Pellicano, a luxurious retreat on the Tuscan coast, to further celebrate the collection. This private affair will showcase the exquisite offerings of Gucci Lido and also highlight the art of Italian hospitality and the stunning beauty of the Mediterranean landscape.
Through Gucci Lido, Sabato De Sarno brings to the forefront a refreshed vision of summer, rich with the anticipation of warm breezes and vibrant days by the sea.
