The 2022 Gucci Gift Campaign: An Enchanted Journey
This year’s Gucci Gift campaign draws inspiration from the world of travel in a nod to the House’s founding history and heritage. Under a starlit Winter sky, a cast of characters boards a fanciful locomotive with an atmosphere that evokes splendor but also a bit of intrigue. Each passenger is on a journey that goes beyond the imagination, tinged with a shared appreciation for that which is beautiful in the world.
Envisioned by Creative Director Alessandro Michele, the images captured by Carlijn Jacobs and the film shot by Jordan Hemingway cast a light on the shimmering and joyful spirit of the festive season. Trolleys, duffels, and cases of different shapes and sizes for carrying all things necessary (and not) take center stage, recounting the House’s imaginative vision of travel, while lace, ruffles, rich velvets, and sequins all add to the magic of the Holidays. The House’s signature bags are dressed for the occasion, presented in tone-on-tone palettes, miniature proportions, precious leathers, and with optical motifs. Passengers showcase a curated selection of fine jewelry and watches as they travel in suites adorned with pieces from the Gucci Décor collection. Vanity tables display elegant, collectible Gucci Beauty designs alongside a Lifestyle selection that includes lounge and leisure wear as well as items from the Gucci Pet collection modeled by a troupe of darling dogs along for the ride.
The Gucci Gift campaign celebrates the magic of the festivities and the joy of sharing these moments with loved ones in the spirit of this special time of year.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photogrpher: Carljin Jacobs
Director: Jordan Hemingway
Make up: Daniel Sallstrom
Hair: Alex Brownsell
Twenty-Four Hours From Tulsa
(B. Bacharach / H. David)
Performed by: Gene Pitney
© 1963 New Hidden Valley Music Company / BMG Gold Songs
Courtesy of Gusto Records, Inc
Courtesy of Warner Chappell Music Italiana S.r.l. / BMG Rights Management (Italy) srl
Echoing the House’s origins, the Gucci Valigeria collection comes to the fore with heritage-infused luggage including the Gucci Savoy duffle and trolley in the classic beige and brown colorway with the green-red-green Web detail. Adding to the selection are briefcases and packing cubes, as well as travel bags in a grey-on-black palette and precious leather styles in black.
For women’s bags, the House presents the Gucci Horsebit 1955 bag, as well as the chain wallet, in bold tone-on-tone hues such as purple, orange, black, and midnight blue. There is also a selection of mini statement bags in pink GG Matelassé leather presenting a textural take on the House monogram. The GG Marmont is reimagined with a swirling optical print, either in black and white or pink and purple. GG monogram bags are also showcased, including an online-exclusive Gucci Ophidia tote enriched with a floral print, as well as mini bags with strawberry charms. Adding a refined elegance to the curation, signature bags in precious leather such as the Jackie 1961 and Gucci Bamboo 1947 are on display in the campaign, as well as a gold clutch from the House’s evening offer. For men, the bag selection of totes and backpacks is defined by the grey-on-grey GG monogram, with matching small leather goods and belts highlighted.
Elevated elegance defines the ready-to-wear pieces for men and women, highlighted throughout the sparkling and refined details. Lace, ruffles, rich velvets, and sequins accent the women’s selection, while sophisticated sartorial silhouettes in tartans define menswear.
The shoe selection includes both daywear and evening options. For women, chunky rubber-sole sneakers and Horsebit loafers get a pop of pastel hues while classic boots in a range of colors are defined by heritage details. As an online exclusive, there is a GG blue Jordaan loafer with a floral print. Continuing the theme of elevated elegance found in the Gucci Cosmogonie collection, there are GG-monogram-enriched platform heels, as well as sparkling mid-height mules and slingbacks in the bold tones of fuchsia, lime green, and orange. For men, there are the Gucci Run sneakers in black and white, as well as a white version with a blue and red Interlocking G detail. For the evening offer, the campaign showcases black patent leather loafers with a black Horsebit detail or a silver Blondie emblem.
The accessories highlight heritage codes. Reversible belts, with a tone-on-tone side or monogram one, put the GG front and center to complete everyday looks. There is also a GG grey belt for men, to go along with the full range of pieces highlighted in the campaign. Wallets, cardcases, and pouches are on display, while keychains also feature the Interlocking G. There are also winter hats and gloves, as well as silk scarves with prints reflecting signature handbag silhouettes.
The jewelry selection includes both fashion pieces that play with star motifs and the House script. The Gucci Flora fine jewelry collection, defined by intricate nature-inspired details crafted in 18k white gold and diamonds, echoes the fanciful atmosphere of the campaign. The G-Timeless watch with a dial decorated with 15 bees is also presented for men and women, portraying the House’s instinct to combine classic designs with whimsical details.
Pieces from the Gucci Décor collection are found throughout the enchanted train, including a blanket with an Interlocking G and star design. There is also a selection of porcelain tableware crafted by Richard Ginori with the black Herbarium motif, as well as cushions with romantic phrases and whimsical details. Gucci Lifestyle pieces are also showcased, with silk pajamas, printed fans, and portable game sets fitting seamlessly into the luxury travel setting. With both gifting and travel top of mind, the Gucci Pet Collection is also presented. The GG pet carrier, along with a GG monogram coat, an Interlocking G sweater, and a green-red-green collar portray how the House’s codes are reinterpreted with an element of surprise.
From the Gucci Eyewear collection are featured two mask shaped sunglasses in acetate, one with a tortoiseshell-like finish and blue GG-monogram reflective lenses, the other in an all-black version.
Products from Gucci Beauty also appear within the gifting curation in the campaign, including the Gucci Flora Gorgeous Gardenia and Gorgeous Jasmine Eau de Parfum, Mémoire d'une Odeur, Gucci Bloom Eau de Parfum, as well as the Eau de Toilette, and a selection of The Alchemist’s Garden fragrances and scented waters. A variety of lipsticks in diverse formulas including matte, satin and sheer in festive hues are captured in the train, along with Mascara l’Obscur, Éclat De Beauté Effet Lumière, and Baume Nourrissant Universel.