All the faces of Gucci for the brand's new FW25 campaign Entitled “The Gucci Portrait Series”

Gucci presents The Gucci Portrait Series, the new campaign dedicated to the FW25 collection, captured through the lens of photographer Catherine Opie. The protagonists are forty-two individuals, each with their own identity, coming together to form a human mosaic that spans different ages, backgrounds, and sensibilities. The aim is not to showcase, but to reveal. Opie's work focuses on the interaction between the individual and what they wear, capturing the details that tell a story beyond the garment itself: the way a jacket falls on the body, how a bag is held, or how a scarf moves with the person. These are simple gestures, spontaneous or deliberate, that speak a language of authenticity and naturalness. Here, clothing does not create a persona but accompanies identity, allowing it to emerge quietly, without imposing itself.

The campaign is enriched by a series of videos directed by Lisa Rovner. The individuals portrayed respond to open-ended questions, creating moments of reflection, lightness, and memory. It’s not so much about getting answers, but about conveying a sense of truth and closeness, as if the viewer could truly glimpse the person on the other side of the lens. The visual narrative moves within the codes that have always defined Gucci: a refined yet never ostentatious aesthetic, balancing elegance and ease. The spirit of Italian sprezzatura runs through the entire FW25 collection and becomes the common thread of the photographic series, in a continuous dialogue between memory and modernity. The Gucci Portrait Series does not merely present fashion imagery, but a reflection on the role of clothing as an extension of the self. It invites us to look more closely, to go beyond the surface, and to discover not just style, but the stories it contains.