Where Light Finds Us”: Gucci’s Spring/Summer 2025 Narrative of Connection and Transition

Gucci’s Spring/Summer 2025 campaign, titled “Where Light Finds Us,” marks a new visual chapter under Creative Director Sabato De Sarno and offers a soft, immersive exploration of emotional resonance and minimalist elegance—before his departure in early 2025.

🎬 The Vision: Light, Connection & Quiet Gestures

Directed by Xavier Dolan and starring Yara Shahidi and George MacKay, the campaign is set in a moody, vintage-style motel. Dolan uses light as a poetic protagonist—shifting gently to reveal intimate human moments and textured fashion details. The result is cinematic and controlled, with a deliberate focus on authenticity and subtle connection.Gucci tone-downs its maximalist past, focusing instead on sleek layering, natural movement, and thoughtful tones—balanced with unexpected color pops. Accessories like Gucci’s Bamboo bags in lilac, olive, and red emerge as focal points.

👗 Dressing the Narrative: Fashion in Focus

Sabato de Sarno builds upon his early vision: refined, pared-back, European elegance. Shahidi appears in a crisp white tank, khaki trousers, and a statement Gucci belt, while MacKay sports cropped shorts, mesh polos, and tailored suits—featuring discreet Gucci branding.The aesthetic is stripped of visual clutter. Instead, it relies on clean cuts, simplified silhouettes, and elevated everyday style, echoing the brand’s re-emergent signature under De Sarno’s direction.

🌀 A Transitional Moment: Creative Change at GucciDespite the campaign’s visual calm, Gucci has faced turbulence behind the scenes. In February 2025, Sabato De Sarno exited his role—prompting speculation about the brand’s next chapter.

Milan Fashion Week that followed spotlighted Gucci’s design team stepping in with a retrospective-laced collection evoking 1960s glam and 1990s sensuality. It reinforced Gucci’s foundational codes but underscored the brand’s stylistic uncertainty in leadership.

Rumors about potential creative directors abound—from Demna Gvasalia to Hedi Slimane—pointing toward a search for a definitive new voice.

✨ Why This Campaign Matters

Emotional storytelling: Rather than spectacle, “Where Light Finds Us” focuses on intimacy, mood, and light as metaphor.

• Visual restraint: De Sarno’s minimalism offers soft luxury that emphasizes form over embellishment.
• Brand pivot in motion: The campaign stands as a final statement before an imminent strategic reset.

📅 Looking Ahead

With its minimalist elegance and emotionally charged visuals, Gucci’s Spring/Summer 2025 film feels like both a homage to the past and a last breath under De Sarno’s hand. As Gucci prepares for new creative leadership, the brand’s trajectory promises reinvention yet again.Watch the full campaign on Gucci’s official channels, and stay tuned as the brand begins its next evolution—one that could redefine luxury for years to come.