New memories are on the horizon in Gucci’s latest campaign shot against open skies and blue waters.


In a joyous ode to the vibrant energy of warmer weather, Gucci presents Summer Stories, the House’s latest campaign set in the balmy landscapes of Los Angeles. Featuring a lineup of ready-to-wear pieces and accessories that celebrate the excitement of travel and exploration, the selection comprises a wardrobe full of vivid stripes, vibrant prints, and vintage-inspired adaptations of the signature GG motif.

The spirit of Summer ease is conjured through a series of images that incite feelings of lightness and leisure, accompanied by a versatile selection of pieces that extend seamlessly from day to night, from laid-back mornings spent by the pool to hopeful sunsets on the beach. Bold all-over graphic and floral prints are brought to life under the Summer sun, on lightweight fabrics apt for all manner of adventures and occasions. Raffia textures take center stage of the selection in the form of handbags, shoes, and accessories with pompom embellishments that extend the carefree attitude of the season, as well as maxi expressions of the House’s archival GG emblem in a wholly contemporary way.