Gucci’s autumn/winter 2025 campaign includes shots by American photographer Catherine Opie that capture the models’ identities
It’s not often that luxury brand advertising makes you stop and think about subjects beyond the beautiful clothes and accessories, which is why Gucci’s newly released autumn/winter 2025 campaign is a breath of fresh air.
This season, the Italian luxury house has given us more food – and fashion – for thought with The Gucci Portrait Series, a campaign that celebrates individual expression and identity through a stylish Gucci lens.
To bring this concept to life, the house turned to prominent American photographer Catherine Opie, whose work frequently explores identity – particularly LGBTQ identity – and various subcultures. Her photographs often blend documentary and conceptual approaches to create images that are not just visually striking, but also invite the viewer to delve more deeply into the subject.
The Gucci Portrait Series features 42 individuals from diverse generations and backgrounds, with Opie looking to have each person’s identity take the lead, revealing an authentic relationship between person and garment. The campaign unfolds against the backdrop of Gucci’s enduring spirit of sprezzatura, the perfectly imperfect Italian style that has defined the house’s aesthetic across generations.
