Subsequent to taking up the mantle at Gucci, Sabato De Sarno has continued to experiment with a variety of photographers to further display his vision for his Gucci woman. Since January 2023, advertising campaigns have been photographed by the likes of David Sims, Mario Sorrenti, Anthony Seklaoui, and Nan Goldin. The Italian designer turns to Xavier Dolan with the unveiling of the Spring 2025 campaign offering entitled “Where Light Finds Us”. The latest Gucci campaign directed and photographed by the Canadian filmmaker stars Yara Shahidi and George MacKay. The actors are captured within a motel room setting, with Dolan’s vision for the campaign revealing “the unspoken beauty of shared emotions, where light becomes a metaphor for authenticity and vulnerability”.

The Gucci Spring 2025 Campaign with Yara Shahidi & George MacKay: IMAGE | FACEBOOK/GUCCI Read below the reactions of theFashionSpot’s forum members:

“Yes to George MacKay, but Yara Shahidi is so random for Gucci,” voiced Frederic01.

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“is it just me or are Gucci campaigns getting progressively worse?” asked proseccotabis.

Thefrenchy shared the same sentiments. “Gucci’s constant capacity to fail should be studied. They can bring all the big names they want in the world, this brand will continue being absolutely void of any appeal under Sabato De Sarno. Appalling,” they cried out.

FashionPower agreed, echoing: “Flop. The collection had so many interesting and desirable RTW items yet they scrapped all of them for the campaign. Only to focus on handbags and that bland merchandise!”

“Horrible. Sabato De Sarno’s vision is all over the place for Gucci, at least with the advertising campaigns. There’s just no cohesion, from his photographer selects to the casting. Yara Shahidi for Gucci feels random and very out of left field. Not to mention how dire, pretentious, and deeply lackluster the outcome is,” chimed in vogue28.

“Oh dear. How the mighty have fallen. Sabato needs to go after next month’s show,” RobAllen4599 expressed.

IMAGE | FACEBOOK/GUCCI

See more of Yara Shahidi and George MacKay for the Gucci Spring 2025 campaign and join the conversation on theFashionSpot forums, here.