Gucci introduces a new summer campaign centered on friendship, featuring Brand Ambassadors Wen Qi and Song Wei Long. Set across natural fields and illuminated city streets, the campaign creates a consistent rhythm, unified by a shared sky above the cast. Director Jermy Qin and photographer John Yuyi capture a sequence of moments that shift between day and night, movement and pause.
Wen Qi appears in a new series of campaign visuals styled with the GG Emblem handbag. The images focus on her presence within quiet moments, framed in natural light and minimal city surroundings. The composition reflects the tone of the campaign, allowing the handbag to remain central without overt emphasis.
Another sequence shows Wen Qi and Song Wei Long in the city at night. They stand in quiet connection under a neon glow, with no visible action beyond presence. The light wraps around them and reflects off surrounding surfaces, giving the image a polished clarity without overt direction.
Alongside these scenes, the campaign features key accessories from the Gucci Diamante jewelry collection. There’s no emphasis on ornament. Instead, the jewelry sits as part of the person wearing it, shaped by light and context.
Across the campaign, the cast holds space for each other without overt gestures. The images suggest familiarity without staging intimacy, giving the visuals a steadiness that holds through changes in setting.
Gucci uses this rhythm to present its selection of summer pieces, accessories, handbags, and jewelry, without dramatic styling or imposed direction. The GG Emblem handbag remains central, framed through close-ups and full-body compositions that treat it as a structural piece. The Diamante jewelry appears in a similar way, placed with clarity and without layered context.
The campaign treats friendship as shared presence. Wen Qi and Song Wei Long appear with composure, moving through each scene without theatrical cues. Their presence holds the frame, allowing space, styling, and rhythm to align without force.
