Gucci has unveiled its latest holiday campaign, starring global music icon Mariah Carey in a festive takeover that brings together the singer’s enduring association with Christmas and the Italian fashion house’s distinctive aesthetic.
Directed by filmmaker Harmony Korine, the campaign film unfolds inside a hotel transformed in anticipation of Carey’s arrival. Elaborate decorations, extravagant preparations and festive details set the scene for the celebrations, with Gucci’s playful, exuberant identity running throughout. Accompanied by the familiar sounds of Carey’s 1994 hit All I Want For Christmas Is You, the film marks the arrival of the holiday season with a distinctly cinematic sense of occasion.
At the centre of the campaign, Carey wears pieces from Gucci’s new Butterfly special collection. Inspired by the iridescence of the butterfly, the collection draws on a motif closely associated with the singer, as well as the title of her 1997 album. The collaboration brings together two recognisable cultural signatures, positioning Carey as the face of the House’s seasonal celebrations.
Alongside the campaign film, Gucci has released a separate series of images showcasing its curated holiday gift selection. Spanning handbags, footwear and accessories, the edit combines statement designs with established House signatures, offering options for both festive dressing and gifting. Among the featured pieces are shimmering interpretations of the Starlet, Gucci Duffle and GG Marmont bags, alongside the Paparazzo in soft suede. The footwear selection includes GG Monogram boots, classic Horsebit loafers, Ace sneakers and Vittoria pumps, while hats and scarves provide winter-ready additions to the collection.
