Cover Daisy Edgar-Jones, Aliocha Schneider and David Jonsson star in the Gucci Lido 2025 campaign lensed by Jim Goldberg (Photo: Gucci)
Daisy Edgar-Jones, Aliocha Schneider and David Jonsson star in the Gucci Lido 2025 campaign lensed by Jim Goldberg (Photo: Gucci)
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The Gucci Lido campaign takes us to the Italian coastline with actors Daisy Edgar-Jones, Aliocha Schneider and David Jonsson
Gucci’s new summer campaign, dubbed Gucci Lido, takes us to the Mediterranean coastline, where time seems to be at a standstill. Inspired by Italy’s coastal lidos, this refreshing new edit captures the charm of la dolce vita with scenes saturated in playful imagery and infused with warmth. Starring actors Daisy Edgar-Jones, Aliocha Schneider and David Jonsson, this visual showcase lends a youthful, sunlit approach to such a respected and established luxury house.
More from Tatler: The show must go on: The Gucci Fall-Winter 2025 show thrives in beautiful inconsistency
Above Daisy Edgar-Jones stars in the Gucci Lido 2025 campaign lensed by Jim Goldberg (Photo: Gucci)
Above Daisy Edgar-Jones stars in the Gucci Lido 2025 campaign lensed by Jim Goldberg (Photo: Gucci)
Daisy Edgar-Jones stars in the Gucci Lido 2025 campaign lensed by Jim Goldberg (Photo: Gucci)
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The House currently finds itself in a transition following Sabato de Sarno’s exit and Denma Gvasalia’s impending arrival in the latter half of the year. A brief interlude as the brand shifts creative reigns from one to another, Gucci Lido signals a departure from the fast pace, a reminder to take things slow and enjoy the quiet.
The campaign’s imagery sees the actors lounging upon a yacht deck, in a sunlit narrative almost akin to that of 1999’s The Talented Mr Ripley. Lensed by photographer Jim Goldberg, the featured players are seen donning coveted items from the Gucci Lido repertoire: new Gucci Eyewear styles, Monogram towels, and signature handbag lines like the Gucci Softbit, GG Marmont and Bamboo 1947 crocheted in raffia or wicker.
See also: Inside Gucci’s ‘Bamboo Encounters’ exhibition at Fuorisalone 2025 in Milan
Above David Jonsson stars in the Gucci Lido 2025 campaign lensed by Jim Goldberg (Photo: Gucci)
Above Aliocha Schneider stars in the Gucci Lido 2025 campaign lensed by Jim Goldberg (Photo: Gucci)
David Jonsson stars in the Gucci Lido 2025 campaign lensed by Jim Goldberg (Photo: Gucci)
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Meanwhile, the official video directed by Rubberband brings movement to the ambience, as the actors are seen frolicking to and from the coastline and a picturesque garden villa. The new pieces are balanced in tone, offering subtle silhouettes and breezy textures enhanced by vibrant hues and rich prints.
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About
Julianna has been interested in leading a literary life since she first read Frances Hodgson Burnett's A Little Princess at eight. Before working with Tatler, she was an archive intern at The Center for Fiction in Brooklyn, New York. She is a textbook Pisces who devotes most of her spare time to her crochet projects, watching classic films, and going through her never-ending pile of unread books. She studied creative writing, global literature and art history at Sarah Lawrence College, graduating with a Bachelor of Arts degree in 2022. Toni Morrison, Nora Ephron, Clarice Lispector and Jia Tolentino are among her all-time favourite writers.
Work
Julianna writes about fashion, beauty, sustainability, and the arts. She is always keen on conducting interviews with talented women who are changing the game in their respective fields.
For event invites and story leads, hit her up at julianna.cabili@tatlerasia.com
