MILAN, ITALY — Gucci’s Demna designs clothes he wants to wear, plain and simple. On paper—or in this campaign—that might sound straightforward, conjuring images of timeless essentials and understated basics. But the House’s uniform is anything but ordinary. Demna’s clothes, and the characters he dresses, feel easy, comfortable and often practical, yet always carry a distinctly swanky attitude.
For the House’s Gift campaign, that attitude takes shape through an oversized, breezy ensemble of funnel-neck shirts, a chore jacket rendered in a wavy fabric, neutral layering separates and an abundance of sculptural proportions. These looks are worn by newcomer Gabriele Curci, who stars in the campaign’s central story alongside music icon Mariah Carey.
Mariah Carey for Gucci Gift Campaign
While Carey embodies retro-infused, iconic glamour, Curci channels the eye-catching yet wearable appeal of pieces that can feel both familiar and deeply desirable. Across the season’s offerings, there is often little middle ground between fuss-free classics and capital-F Fashion—a tension that may explain why the House has endured for decades while continuing to reinvent itself.
“It was quite an astonishing and unique experience!” Curci tells GLASS following the campaign’s launch. “It also felt quite special because Carey played a big part in my early teenage years, and this moment was almost like a blast from the past. She’s a brilliant artist and a creative force who has pushed boundaries within music and beyond. What’s more, the job has helped me gain more confidence, especially working on such a high-end production. Everyone made me feel at ease and, despite shooting before the festive season, completely in the mood for Christmas.”
Directed by Harmony Korine, the campaign film unfolds inside a hotel transformed in anticipation of the icon’s arrival. Elaborate decorations and preparations for the celebrations ahead lend an exuberant, distinctly Gucci character to the setting.
Alongside the campaign film, a series of images showcases the House’s curated selection of gifts, spanning expressive designs and recognisable signatures across handbags, footwear and accessories.
From shimmering editions of the Starlet, Gucci Duffle and GG Marmont bags to the Paparazzo in soft suede, the collection offers distinctive pieces for gifting and festive dressing. It also includes GG Monogram boots, Horsebit loafers, Ace sneakers and Vittoria pumps, alongside winter essentials such as hats and scarves—offering inspiration for celebrations, winter escapes and the many moments shared throughout the holidays.
The imagery further expands the House’s festive campaign, with the cultural icon surrounded by elaborate decorations and preparations for the celebrations ahead, lending the occasion a sense of joy, warmth and unmistakable Gucci glamour. In the images, Mariah Carey wears pieces from the Butterfly special collection, revealing a selection of iridescent styles designed for a season of celebration.
by Chidozie Obasi