Gucci Celebrates Real Love Stories in Its 2025 Valentine’s Day Campaign
Gucci’s Gucci Together campaign captures real love stories with intimate portraits, celebrating authentic connections in luxury.
Gucci has unveiled its latest take on romance with Gucci Together, a heartfelt campaign for Valentine’s Day. Capturing authentic moments of love and companionship, the campaign features real couples and families through the lens of renowned art photographer Tina Barney.
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Marking a shift in the way luxury brands approach the holiday, the campaign stars Italian model Mariacarla Boscono and Olympic pole vaulter Claudio Stecchi alongside an ensemble of notable figures.
Set in warm, familiar home settings, Barney, celebrated for her ability to document social dynamics, seamlessly balances candid storytelling with artistic composition, creating imagery that feels both natural and refined.
Credit: Gucci
“With this campaign, we wanted to celebrate love in all its many shades,” says Gucci’s Creative Director, Sabato De Sarno. Highlighting the diverse range of relationships portrayed, he adds, “Our cast represents families of all kinds, romantic partners, and friends connected by deep affection.” De Sarno also commends Barney’s ability to “blend beauty with truth, capturing fragments of life that speak to us all.”
Credit: Gucci
The campaign, art-directed by Riccardo Zanola and styled by Francesca Burns, is accompanied by a video series that shares personal reflections from the cast, adding further depth to the narrative.
Complementing these intimate portraits, Gucci subtly showcases its exclusive Valentine’s Day collection. The Gucci Horsebit 1955 Soft handbags in Rosso Ancora take centre stage, while reimagined GG Emblem designs showcase the house’s signature craftsmanship.
The collection extends to pieces from the Gucci Savoy travel line, accessories featuring the iconic Horsebit and Web stripe details, Flora silk scarves, selections from the Link to Love fine jewellery collection, and Gucci Flora fragrances.
Credit: Gucci
By shifting focus from conventional fashion casting to real, meaningful relationships, Gucci embraces an evolving approach to luxury, one that resonates with modern consumers seeking authenticity in their experiences.
Through Barney’s expert eye, the brand transforms everyday moments of love into an elegant yet deeply human narrative.
