Gucci welcomes the holiday season with Mariah Carey leading its 2026 Gucci Gift campaign. Directed by filmmaker Harmony Korine, the festive short film features Carey’s 1994 hit All I Want for Christmas Is You and places the singer inside an extravagant hotel filled with Christmas decorations, elaborate preparations and guests dressed in Gucci. The campaign also introduces the new Butterfly special collection, inspired by a motif closely associated with the performer.
HOLIDAY SEASON
The collaboration arrives as Carey begins her annual Christmas appearances, continuing a tradition that has made her one of the season’s most recognisable cultural figures. Gucci draws on her extravagant personal style and longstanding connection to Christmas music, creating a campaign that centres on her anticipated arrival.
Korine sets the campaign inside a luxurious hotel, where employees prepare for Carey’s arrival. The film follows the singer as she enters the lobby and makes her way toward a penthouse gathering. Inside, guests await her entrance among elaborate holiday decorations and pieces from Gucci’s latest collections.
Carey appears in glamorous looks featuring sparkling details, oversized sunglasses and faux fur. Her presence drives the film’s narrative as All I Want for Christmas Is You provides the soundtrack. The party atmosphere draws on the singer’s familiar Christmas persona, with fashion playing a central role throughout the production.
Carey’s wardrobe includes pieces from Gucci’s new Butterfly special collection, which takes inspiration from the iridescent qualities of butterfly wings. The motif holds personal significance for Carey, who released her album Butterfly in 1997 and has frequently incorporated butterfly imagery into her visual identity.
The collection includes handbags with purple crystal embellishments and a sparkling dress featuring a butterfly-wing print. These designs connect the singer’s familiar aesthetic with Gucci’s seasonal offering, using shimmering surfaces and decorative details to establish the collection’s visual direction.
Alongside the campaign film, Gucci presents a series of images featuring its holiday gift selection. Handbags take a prominent position, including shimmering interpretations of the Starlet, Gucci duffle and GG Marmont designs. The selection also features the suede Paparazzo bag. Footwear options include GG Monogram boots, Horsebit loafers, Ace sneakers and Vittoria pumps. Gucci completes the seasonal assortment with winter accessories, including hats and scarves, extending the campaign across several product categories.
Gucci’s campaign brings Carey into the fashion house’s holiday offering through a film that draws directly from her musical career, personal wardrobe and connection to the Christmas season.
