What do our zodiac signs, favourite movie genres or beloved music styles have in common? They all reveal aspects of our personality. Whether you are a devoted follower of astrology or a skeptic, chances are you have heard the attributes associated with certain zodiac signs.
Take, for example, the zodiac sign of Gucci’s former creative director, Tom Ford — a Virgo. There are common perceptions about them: perfectionists, sharp analysts and dedicated workers. These well-known personality traits can be seen in the defining designs of the Nocturnal Animals director, which helped transform the Florence-based label from a struggling brand into a fashion behemoth.
The same goes for our favourite movie or music genre — they reveal something about who we are, whether it’s someone we just met, a new match we have started seeing, or a colleague that we are trying to get to know.
The Gucci Fall/Winter 2025 campaign sheds light on this idea. Through Catherine Opie’s spontaneous visual storytelling, the individuality of forty-two individuals and the distinctiveness of each Gucci item all come to life in an intimate portraiture. The collective portrait brings together people from all walks of life, weaving through different generations and varied backgrounds, where the story and perspective of each individual are shared.
Composed and earnest, the campaign, titled The Gucci Portrait Series, explores the authentic relationship between humans and garments. Through restrained posture and distinctive Gucci creations, each item worn becomes a symbol of identity, revealing the uniqueness of each person.
The exploration between anthropology and sartorialism continues with a series of videos directed by Lisa Rovner, where cast members respond candidly to open-ended questions. ‘Drama’, ‘dare’, ‘bold’, ‘pragmatist’ and ‘a bad b*itch’ — words that truly describe the core identity of Gucci — are spoken aloud. Together, these shots invite a renewed gaze, not just on the garments, but on the expressions they frame.
If Tom Ford’s Gucci exuded sexiness and confidence, and Alessandro Michele’s Gucci radiated whimsy and maximalism, then the Gucci Design Studio’s collection oozes classiness and refinement.
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