Gucci Taps George Mackay and Yara Shahidi for SS25 Campaign

Gucci has unveiled its SS25 campaign, enlisting actors George Mackay and Yara Shahidi as models and Canadian filmmaker Xavier Dolan behind the camera.

A dimly lit space decorated with antique furniture sets the backdrop for Dolan’s slice-of-life style campaign showcasing a curation of pieces from creative director Sabato De Sarno‘s SS25 collection. Continuing to refine the house’s codes post-Michele, De Sarno’s Gucci is pared-back compared to the loud prints that became synonymous with the brand under the previous director.

 

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In one image, Yara Shahidi wears a simple everyday look in a white tank top, khaki trousers, a brown logo belt, and white sneakers. Elsewhere the actress wears a pared-back olive green fringe jacket and a bolder number centered around a red leather coat. For the most part, the viewer’s eye is guided towards accessories like Gucci’s Bamboo bags, shown in lilac, all-red, and olive green.

However, De Sarno carries forward Gucci’s playful approach to masculinity, styling George Mackay in a translucent mesh polo shirt in multiple looks. In another look Mackay bears more skin, wearing a brown sweater with extra short shorts and Gucci loafers. Finally, a tailored number comprises a solid brown blazer and trousers with a purple mesh shirt. Gucci’s word mark is quietly embossed on the breast of the jacket, and the look is topped with a small burgundy leather crossbody.

See the campaign imagery in the gallery above.