GUCCI LIDO – sun kissed days and salty breezes… 

Gucci introduces the Gucci Lido collection, inspired by the captivating charm of coastal living and the beach clubs of Italy’s coastlines. The campaign, captured by Anthony Seklaoui, embodies a sense of escapism and celebrates the vibrancy and joy of the season. 

Taking inspiration from Italian beach clubs that exude a joyful and easy-going atmosphere with refined graciousness, Gucci was creating a series of luggage and accessories for travel in the 1960s. 

To this day, well-to-do Italians journey to a resort near a beach to spend the afternoon, dressing for the occasion in crisp, comfortable clothing and accessorizing with belts, scarves, and loafers. 

They take pride in their appearance and their well-mannered behavior, such as changing out of sandals to keep the beach clean. The clubhouse atmosphere with its aura of private and exclusive good times is a core element of the idyll appealed to in the ads depicting the Lido collection. Pale saturated colors, carnations, and azure with red and green are reminiscent of 60s Italian glamour, while a choice equestrian print is a subtle nod to the fact that many international jet setters of that era would have taken a horse to an elite resort or ridden on the beach. 

 From sophisticated swimwear to resort wear, Gucci Lido offers a range of timeless pieces that blend luxury with comfort. Within the campaign, novel renditions of the House’s signature handbag lines take center stage. The iconic Gucci Jackie and GG Marmont bags are reimagined in straw effect raffia and canvas variations, exuding a laid-back charm that perfectly complements the summer aesthetic. Additionally, colorful GG canvas accessories, including the Gucci Luce and Moon Side bags, add a playful touch to the collection, while accessories with neon details add a modern twist to classic motifs. 

The essence of Gucci Lido comes to life through a series of in-store pop-ups in some of the world’s most famous resort destinations. From Porto Cervo and Capri to the Hamptons and Saint-Tropez, each location serves as the perfect backdrop to showcase the vibrant pieces in the collection.