Anticipation is building as we await the stunning debut collection from Demna, the newly appointed creative director of Gucci, set to unveil in September. As you may already know, the talented Georgian designer took over from Sabato De Sarno in March, following De Sarno’s expected departure from the iconic Italian fashion house. In the meantime, Gucci keeps its vibrant presence alive in the fashion world with the launch of the captivating “Lido” campaign for the 2025 summer season. The brand has enlisted rising stars Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson as the faces of this collection. Captured through the artistic lens of American visual artist Jim Goldberg, the campaign invites viewers to embark on a sun-soaked adventure that encapsulates the true “essence of an Italian summer.”
Explore the Dynamic Presence of Daisy Edgar-Jones, Aliocha Schneider & David Jonsson in Gucci’s “Lido” 2025 Campaign
Engage with the Enthusiastic Discussions from theFashionSpot’s Forum Community
“Good luck recovering from a staggering -25% sales decline with this,” chuckled forum member FashionPower, highlighting the challenges the brand faces.
“The layout is quite unappealing,” critiqued kokobombon, expressing disappointment in the presentation.
Another member pointed out the art direction, mentioning Toni Ahlgren. “Those scribbles remind me of a certain Vogue Italia period, and that’s not a fond memory,” they lamented.
“This looks more like a shoot for Burda magazine than the work of a prestigious fashion house with high price points,” exclaimed an unimpressed Minerva13.
thefrenchy commented, “It’s wild that they continue to book such incredible talent, yet the final outcome remains disappointingly mediocre. Good riddance!”
Discover more captivating visuals featuring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson in the Gucci “Lido” 2025 campaign and participate in the ongoing conversation here.
