Gucci has unveiled GucciCore, a new campaign celebrating the plurality of personal style through a series of images captured across New York.
Photographed by Peter Funch, the campaign places the Italian luxury house’s latest collection within the city’s urban landscape, exploring the relationship between individual identity and collective expression.
Bringing together groups of people across New York, the imagery draws on Funch’s longstanding photographic exploration of how individuals interact within shared urban spaces. The resulting portraits reflect the diversity at the heart of GucciCore, presenting different personalities, styles and approaches to dressing against the backdrop of one of the world’s most recognisable fashion capitals.
Rather than focusing on a single interpretation of contemporary style, the campaign explores how contrasting aesthetics coexist and intersect. Much like New York’s streets, where different cultures and identities converge, the images present fashion as a means of individual expression within a broader collective experience.
At the centre of the campaign is the GucciCore collection, first unveiled on the runway in Times Square in May. Conceived as the foundation of the House’s stylistic language, the collection establishes a core wardrobe that balances everyday functionality with the Italian label’s distinctive approach to glamour and elegance.
The offering brings together pragmatic wardrobe staples, including the peacoat, trench coat, business suit, essential shirt and pencil skirt. These familiar silhouettes are presented alongside expressions of Italian sophistication, creating a versatile wardrobe that reflects the breadth of Gucci’s design identity.
Through this combination of timeless essentials and more expressive styling, GucciCore positions everyday dressing as an opportunity for personal interpretation. The collection’s emphasis on wearable pieces provides a common foundation, while the campaign’s varied cast demonstrates how individual choices can transform the same approach to dressing into something distinct.
The New York setting reinforces this message, placing the collection within a city defined by its cultural diversity and constantly evolving street style. Under the artistic direction of Demna, Gucci continues to explore the relationship between its established codes and contemporary expressions of luxury.
Founded in Florence in 1921, Gucci remains one of the leading names in international luxury fashion. Led by President and Chief Executive Officer Francesca Bellettini, the House continues to champion creativity, Italian craftsmanship and innovation across its collections.
Gucci is part of Kering, the global luxury group whose portfolio encompasses fashion, leather goods, jewellery, eyewear and beauty. With GucciCore, the House brings its foundational wardrobe into focus, using New York’s varied street style to explore the many ways its aesthetic can be worn and interpreted.
