Gucci: An Honest Conversation Between Fashion and Self

Designers can create garments, but style extends to much more. It comes from the self-expression and individuality that stems from the intimate relationship between individuals and their clothes. Through personality and exploration, The Gucci Portrait Series shines a light on 42 individuals from different backgrounds, ages and personal stories, inviting us to look at the stories beyond the fabric.

Inspired by the House’s roots, the Fall Winter 2025 campaign creates a “collective portrait of identity,” seen through the lens of photographer Catherine Opie. Opie, who is known for her dynamic photography style and exploration of identity, really focuses on the details of wear. The way jackets crease, the movement of a scarf, the shape of a bag when it is held. The collection is presented in a way that the posture, attitude and personality of the person wearing it determines the form of the items, and how it can change according to the personality it adorns.

The series carries along the charm of Italian imperfection, which has always been part of Gucci’s past, present, and future identity. In addition to the still shots, the campaign explores the spirit of sprezzatura, with a sequence of engaging, documentary-style videos directed by Lisa Rovner.

Intimate in feel, the videos consist of the diverse cast’s unscripted answers to open-ended questions. The results unfold with candid laughter, thoughtfulness, nostalgia, walls that have been dropped, leaving room for glances into authentic expressions, and “the feeling of truly being seen.” Rovner creates a space that allows the intimate groove the individuals have with their garments to assume control.

Crossed arms, bent necks, and a twiddle of fingers. With the series of videos, Gucci digs into the intimacy and attitudes garments reveal in a shared space. Semi sheer fabrics, textured pieces, large round buttons on rectangular shaped garments, ranges of colors and simple details on classic looks that accessorize and build on the contrasting personalities that carry the looks.

The collection emphasizes that it's about how someone wears a piece, rather than letting it wear you. It celebrates diversity, quirks, and life experiences that modify the way fabric and self speak to each other. The Gucci Portrait Series lets reality and simplicity take the lead, making an already great collection linger just like the feeling of ease and understanding it evokes.

Article by Sabine Obermoller, Contributor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine

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Style WatchAlison HernonAugust 8, 2025#Gucci, #FashionandSelf, #designer, #designerfashion, #PortraitSeries, #FW25, #portrait, #Gucciportrait