G-PORTRAIT: Gucci’s fall 2025 ad campaign is a portrait portfolio, depicting 42 people and their unique attitudes.
Called “The Gucci Portrait Series” and lensed by American photographer Catherine Opie, the campaign is “rooted in intimate and human-centered portraiture…[revealing] the authentic relationship between person and garment,” Gucci said in a statement.
Shot against monochromatic backdrops with the use of cinematic lighting, the portraits convey a nonchalant attitude showing a diverse cast across genders, ages, provenance and backgrounds, effortlessly posing for the camera — one girl turning her gaze to the side, a lady staring into it while sitting relaxed on a wooden chair.
“To me, the portraits in this campaign are about the complexity of being human. I wanted each image to reflect real presence, not perfection. The clothes are part of that story, and never the whole story,” Opie told WWD.
“Light, texture, shadow, posture — all of it becomes part of a broader language about identity and representation. The goal wasn’t to just capture the collection, but to show what it means to exist within it,” she added.
The Gucci fall 2025 ad campaign.
Courtesy of Gucci
The campaign — the first shot by Opie for the Italian brand — features garments and accessories from the fall collection titled “Continuum” and conceived by the design team — an amalgam of silhouettes, stretching from the ’60s through the mid-’90s and aesthetics that ranged from the minimalist to ultra-maximalist.
“The simplicity of being seen is an act in itself. I wanted the portraits to be about presence and humanity, where you’re not just looking at a model, but seeing a person,” Opie said.
The campaign includes a series of videos directed by Lisa Rovner, in which cast members respond to open-ended questions cryptically sharing something about themselves but leaving interpretation to the viewer.
The Gucci fall 2025 ad campaign.
Courtesy of Gucci
The fall campaign marks the last before Demna unveils his vision for the Italian house in September, which he joined as its new creative director earlier this month after his swansong couture show for Balenciaga on July 9.
As reported, Demna’s first show for the Italian brand will be next March, with his September presentation during Milan Fashion Week more of a reminder of Gucci’s foundations.