Gucci Lido: A Sun-Drenched Daydream with Daisy Edgar-Jones, David Jonsson & Aliocha Schneider

Gucci has packed our summer mood board for us and stamped it Lido. The new Gucci Lido campaign is an idyllic postcard from a slower, softer season—one where the air smells like salt, the light filters through linen, and time stretches luxuriously long like an Amalfi sunset. It’s all about that coastal ease, but with the kind of elevated effortlessness that only Gucci could master.

Photographed through the dreamy lens of Jim Goldberg, the campaign stars Gucci favourite Daisy Edgar-Jones—whose Gucci loyalty runs as deep as a Riviera tan line. She’s joined by rising fashion force David Jonsson (recently stealing scenes and red carpet glances in his Gucci ensembles during The Road Trip promo trail), and Canadian charmer Aliocha Schneider. If the name sounds familiar, it’s because his brother Niels is already a style icon in his own right—and Aliocha proved he’s no slouch either when he rocked Gucci at Le Grand Dîner Du Louvre.

Their sunlit escapades unfold between Mediterranean coastlines, a tucked-away garden villa, and a beach so peaceful it practically hums. It’s not posed; it’s poetic. A boat ride here, a sun-drenched laugh there—this is escapism Gucci-style.

The accompanying film, directed by Rubberband, lets the pieces breathe with movement: floaty silhouettes, saturated colours, and textures you can practically feel—cotton, raffia, crocheted softness, and a whole lot of breezy joy. Gucci’s handbag icons—the Softbit, GG Marmont, and Bamboo 1947—go on holiday with us, reinvented in wicker and warm-weather whimsy. And the accessories? A tidal wave of ocean blues hits sneakers, totes, and the delightfully grounded new Gigi loafers in suede.

Throw in GG Monogram denim, the iconic Flora print, and Interlocking G jewellery that twinkles like sun on water, and you’ve got yourself a wardrobe that whispers “I summer in style.”

Gucci Lido doesn’t just sell a look—it invites us into a season, a feeling, a slower rhythm. It’s not about the hustle; it’s about the hush. And frankly, I’m more than ready to RSVP.

Artistic Director: Riccardo Zanola
Directors: Rubberband. – Jason Sondock & Simon Davis
Photographer: Jim Goldberg
Stylist: Virginie Benarroch
Make Up Daisy Edgar-Jones: Jo Baker
Make Up Aliocha Schneider, David Jonsson: Christelle Cocquet
Hair: Lukas Tralmer

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