Gucci Lido captures the ease of an Italian summer through sun-faded hues, open landscapes, and unguarded stillness. David Jonsson and Aliocha Schneider appear alongside Daisy Edgar-Jones in a campaign photographed by Jim Goldberg.
Here, the season’s key menswear slips between open-collared shirts, smart polos, and relaxed shorts—outfits suited for garden stone benches, yacht decks, and breezy terraces.
Gucci Lido 2025 Campaign
Textures remain central to the 2025 Gucci Lido collection—lightweight cottons and flashes of bold print channel a laid-back uniform for the season. An oversized striped tote adds contrast without overstatement.
These garments capture the in-between: the pause between a swim and a meal, the hush between arrival and return. The looks carry a trace of time well spent.
Meanwhile, the white suede G75 sneakers, worn in sun-drenched settings, extend this summer’s palette with soft texture and coastal ease. Gucci moves away from grandeur and favors lived experience.
A linen shirt brushing against stone, sneakers resting near sunlit steps—these fragments reflect the campaign’s homage to summer’s passing moments. The Gucci Lido collection marks time not with spectacle, but with the clothes that linger in memory, shaped by salt, air, and days spent in good company.
