Gucci

Escape to the Seaside This Summer With Gucci Lido

A seasonal spin on new Gucci...

Since his appointment, Gucci’s Creative Director Sabato De Sarno has done an incredible job at fusing Gucci’s core DNA with a contemporary appeal. Today’s Gucci is fresh but in a way that feels wearable and not over the top. It has an unmistakable air of chicness, one that makes all of us want to be a Gucci girl (or guy).

This summer, De Sarno puts his own spin on Gucci summer, introducing a collection that is meant to be worn by the seaside and feels quintessential to the season. Gucci Lido is alluring and captivating, offering a fun, seasonal take on Gucci through Sabato De Sarno’s lens.

Launching this week, the collection is an ode to the allure of coastal living, pulling inspiration from Italy’s storied seasides and the beach clubs, or lidos, that line them. A celebration of easy days spent under the sun, pieces embody a spirit of escapism, creating a longing for the perfect summer day—the type of day you wish would never end.

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A Coastal Allure

New campaign images, lensed by photographer Anthony Seklaoui, showcase an array of seasonal staples. Resort wear essentials like swimwear and lightweight pieces meant to be worn on and off the beach are accessorized with poolside essentials like sandals and bucket hats.

Novelty editions of House staples are given summer-ready touches, like colorful raffia Marmont and lightweight logo totes that will fit your Gucci beach towel (and more). Meanwhile, bags from Sabato De Sarno’s first collection are given a bright touch in neon hues of pink and green, adding a contemporary twist to House classics like the Luce and Moon Side.

A series of in-store pop-ups will celebrate Gucci Lido this season, including Capri, the Hamptons, and Saint-Tropez. Discover more below and shop the collection now via Gucci.

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wing
wing
26 days ago

are they serious to dump the bags under water?

Summer
Summer
11 days ago
Reply to  wing

Who cares if they ruin the bags? I’m sure Gucci has a few extra lying around.

Vintage
Vintage
24 days ago
Reply to  wing

If you look at some of the pictures closely, you can see the seam in the “water”. So the bags are probably suspended on top of a mirror, with “water” as a solid board that is tilted downward from the back

Fancyfree
Fancyfree
25 days ago
Reply to  wing

I do not believe they were actually in the water.

MadDash
MadDash
26 days ago
Reply to  wing

A good reminder that these bags are worth nothing in real life. Only inflated luxury prices for label-hungry buyers.

Eliz
Eliz
25 days ago

Although the ad campaign is interesting and eerily pretty, it physically hurts me to see this! I come away not really wanting to buy any of these but to ask WHY???

A Woman Of A Certain Age
A Woman Of A Certain Age
22 days ago

Unlelss the bags are waterproof, this is a ridiculous ad campagin.

Georgina
Georgina
22 days ago

I love the creativity of this campaign. Nice to see something different.

calvs
calvs
25 days ago

Boring