The holidays have a way of clarifying who and what really matters. When time stretches and the days feel endless, the small things begin to gleam with new meaning. That is the unspoken message behind Gucci Lido, the house’s latest summer campaign. Fronted by Daisy Edgar-Jones, David Jonsson, and Aliocha Schneider, the house presents la dolce vita as a feeling — languid, textural, and entirely present.

Shot on the sun-drenched Mediterranean coast by Jim Goldberg, the campaign reimagines the sweet life through a tactile lens. It is not just about yachts and sea air — though there is plenty of both — but about how joy lives in the in-between: being sun-kissed on a yacht, slipping on something soft after a swim, and the times shared between friends.

That same intimacy is sewn into the collection. Warm weather staples from lightweight cotton shirting to GG monogram denim feel intentionally undone, made to move with the body. The standout, the Gigi loafer, debuts in butter-soft suede, a new classic engineered for leisure without losing formality.

Bags take on a vacation-minded sensibility, too. The Softbit, GG Marmont, and Bamboo 1947 are rendered in raffia, wicker, and hand-crocheted fabric, a subtle shift from polish to patina, designed to scuff gracefully and collect stories as they go.

As Gucci moves into a softer, slower mode of storytelling post-Alessandro Michele, Lido feels like a bridge — not backward, not forward, but inward. It is a campaign built on the belief that the sweetest life need not be curated, but simply lived.