Gucci unveils its latest Gucci Lido campaign, a tribute to summer where time stretches, colours intensify, and everyday rhythms are replaced by a sense of rooted ease and open possibility. Drawing inspiration from the timeless allure of Italy’s coastal lidos, Gucci Lido evokes the quiet poetry of escape—bathed in sunlight, sea breeze, and unguarded moments.

Photographer Jim Goldberg (Magnum Photos) captures the spirit of the season through a cinematic lens, blending candid imagery with his signature handwritten reflections. Starring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson, the campaign unfolds as a fluid visual story, drifting from sun-drenched Mediterranean shores to a secluded garden villa and the calm hush of the sea. There’s no script, just movement: friends arriving, laughter resonating, quiet boat rides, and waves gently breaking against the rocks. Each scene lingers just enough to leave a trace, composing a narrative that endures beyond summer, always ready to begin anew. Does it echo the upcoming film On Swift Horses?

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