The Gucci Portrait Series, the campaign for autumn/winter 2025, photographed by Catherine Opie, is presented. This new campaign shows forty -two personalities – each with its own history and perspective. A collective portrait, woven from the variety of different generations and backgrounds.
Rooted in an intimate, human -centered portrait photography, Opies lens reveals the authentic relationship between people and clothing. In moments that appear both staged and spontaneous, the way a jacket falls is kept a bag or a scarf with the rhythm of the body moves to a subtle language of identity. Clothing is more than just a fabric and cut here: it is a frame in which individuality is not constructed by performance, but is visible through posture, naturalness and attitude.
Repetition creates variation – and from variation identity. This exploration continues in a number of intimate video recordings directed by Lisa Rovner. The protagonist: Inside, there are openly respond to personal questions and share moments full of humor, reflection and memory. They are unconscious insights that do not only provide answers, but rather convey the feeling of really being seen.
The campaign unfolds against the background of the characteristic codes of Gucci: the spirit of the Sprezzatura – that perfectly imperfect Italian style, which has shaped the aesthetics of the house for generations. This essence studied effortless, which forms the core of autumn/winter 2025 collection, runs through the entire Gucci Portrait Series. It stands for a lively continuity of past, present and future of the house.
These portraits invite you to a new look – not only on the clothes, but on the forms of expression that frame them. In a common room for visibility and authenticity, the Gucci Portrait Series invites you to look closely. Not just on fashion – but on what she tells about people.
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