by Guccis Herbst Winters 2025 campaign – “The Gucci Portrait Series” – is a rare example of a fashion house that travels and the real identity takes the lead.
The campaign, which was filmed by the celebrated American photographer Catherine Opie, contains 42 people from a variety of age groups, backgrounds and appointed – not models, but to tell people with their own presence and stories.
Opie, known for her unshakable portraits of the American subcultures and LGBTQ+ forces, brings documentary sensitivity into the project.
Her work, which took place in top institutions, including the Guggenheim and Tate Modern, concentrated on catching people as they are-a approach that Gucci’s intention serves here.
The new portraits, which have been filmed in Opies Striped-Back style, focus less on imagination with a high gloss and much more on the detailed detailed detail: How a jacket falls when someone sits like a scarf covered the body.
The pictures feel roughly as natural as fashion images can ever – a memory of how people actually wear clothes.
In addition to the stills, there are a number of short films by director Lisa Rovner.
Rovner – whose debut documentary Sisters with transistors told the story of women in electronic music and was one of the most popular films by Esquire from 2021 – brings an equally understated tone.
The style combines documentary, archive and art, and the campaign films contain open, non -written moments – people who reflect identity, memory and style with warmth and lightness.
In a season full of campaigns with a high concept, “The Gucci portrait series” falls off the pack and not only shows the clothing, but the people who wear them.
You could also like
