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After taking residence in a fantasy version of the Savoy hotel in London, hitting the slopes with ice-cold après-ski style, and cozying up for an at-home celebration with Solange and Tina Knowles, the final chapter unfolds in Florence, the birthplace of the historic house. Julia Garner, her husband Mark Foster, and Dakota Johnson join the star-studded lineup, reveling in the glow of holiday lights and illuminated snowfall.
Seklaoui maintains his focused, product-forward perspective, highlighting seasonal and classic pieces as the characters dance the night away. Paring back the production and concept to draw its impact from the social reach of the cast itself, the campaign is a simple but strategic way to emphasize the house’s most giftable pieces as the holiday shopping season progresses.
While the extension of Gucci’s visually simple, product-focused approach under De Sarno may continue to alienate some former fans of the brand that are missing its sense of elevation and artisanality, the multifaceted aspect of the campaign serves both as a versatile showcase for the house’s various genres of seasonal product offerings and as a tuned-in digital strategy that can drive awareness and engagement across the entire holiday season.
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