Since his appointment, Gucci’s Creative Director Sabato De Sarno has done an incredible job at fusing Gucci’s core DNA with a contemporary appeal. Today’s Gucci is fresh but in a way that feels wearable and not over the top. It has an unmistakable air of chicness, one that makes all of us want to be a Gucci girl (or guy).
This summer, De Sarno puts his own spin on Gucci summer, introducing a collection that is meant to be worn by the seaside and feels quintessential to the season. Gucci Lido is alluring and captivating, offering a fun, seasonal take on Gucci through Sabato De Sarno’s lens.
Launching this week, the collection is an ode to the allure of coastal living, pulling inspiration from Italy’s storied seasides and the beach clubs, or lidos, that line them. A celebration of easy days spent under the sun, pieces embody a spirit of escapism, creating a longing for the perfect summer day—the type of day you wish would never end.
A Coastal Allure
New campaign images, lensed by photographer Anthony Seklaoui, showcase an array of seasonal staples. Resort wear essentials like swimwear and lightweight pieces meant to be worn on and off the beach are accessorized with poolside essentials like sandals and bucket hats.
Novelty editions of House staples are given summer-ready touches, like colorful raffia Marmont and lightweight logo totes that will fit your Gucci beach towel (and more). Meanwhile, bags from Sabato De Sarno’s first collection are given a bright touch in neon hues of pink and green, adding a contemporary twist to House classics like the Luce and Moon Side.
A series of in-store pop-ups will celebrate Gucci Lido this season, including Capri, the Hamptons, and Saint-Tropez. Discover more below.
