The new Gucci Lido campaign is a celebration of summer where time slows, colors deepen, and the usual pace of life gives way to something grounded yet full of possibility. Inspired by the storied charm of Italy’s coastal lidos, Gucci Lido captures the quiet poetry of escape rendered in sunlight, ocean air, and spontaneous moments.
Photographer Jim Goldberg frames the season with a cinematic lens, weaving together candid stills and his distinctive use of written reflections. Featuring Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson, the campaign becomes a visual narrative of scenes shifting fluidly from a Mediterranean coastline to a secluded garden villa and the serene hush of the shoreline. There is no script, only flow: friends arriving, laughter echoing, tranquil boat rides, and the gentle rhythm of the sea meeting the rocks in quiet repose. Each moment lingers just long enough to be remembered, shaping a story that will echo long after the season fades, always holding the promise to begin again.
