Gucci has unveiled its Fall Winter 2025 campaign, titled ‘The Gucci Portrait Series’, a collection of photographic and video portraits that explore identity through fashion.
Shot by renowned American photographer Catherine Opie, the campaign features forty-two individuals, each representing a distinct perspective across generations and backgrounds.
In keeping with Opie’s signature human-centred style, the campaign focuses on the authentic connection between subject and clothing. The imagery captures both composed and candid moments, highlighting how subtle gestures such as the way a jacket folds or how a scarf moves express individuality. The campaign moves away from performative fashion, instead emphasising ease, posture and attitude as true indicators of personal style.
Gucci describes the campaign as a “collective portrait” and an invitation to view clothing not simply as form and fabric, but as a frame through which identity is naturally revealed. The visual repetition of poses and garments across varied individuals underscores the uniqueness of each subject, demonstrating how personal expression emerges within shared forms.
Accompanying the stills is a video series directed by Lisa Rovner. In these short films, cast members respond to open-ended prompts, offering unscripted reflections, memories and humorous moments. These videos serve as an extension of the campaign’s ethos, aiming to evoke not just statements but emotions — a sense of being seen without filter or performance.
The campaign remains rooted in Gucci’s longstanding codes, particularly the Italian concept of sprezzatura — a kind of effortless elegance that has defined the House’s aesthetic across decades. The Fall Winter 2025 collection carries forward this tradition, blending the House’s legacy with a contemporary approach to self-expression.
The creative team behind the campaign includes art director Riccardo Zanola, stylist Suzanne Koller, and still life photographer Charles Negre. Make-up is by Lauren Parsons, hair by Benjamin Muller, and nails by Alexandra Janowski.
Under the artistic direction of Demna and the leadership of CEO Stefano Cantino, Gucci continues to redefine luxury by merging craftsmanship with conceptual storytelling. The Gucci Portrait Series reaffirms the brand’s commitment to authenticity, inclusion and a modern interpretation of identity through fashion.
