We’re having to wait until September for the highly anticipated debut collection of Demna as Gucci creative director. You are no doubt completely aware of the fact that the Georgian designer succeeded Sabato De Sarno as the creative force behind the Italian fashion label in March, following De Sarno’s not-so-unexpected exit. Gucci continues to remind us of its existence with the release of the “Lido” campaign for the 2025 summer season. The brand called upon Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson as the faces of the collection. Via the lens of American visual artist Jim Goldberg, the cast embarks on a venture out into the high seas, with the sun-drenched imagery storied around the “essence of an Italian summer”.

Daisy Edgar-Jones, Aliocha Schneider & David Jonsson for

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