GUCCI’S F/W25 CAMPAIGN PRESENTS ‘THE PORTRAIT SERIES’

Gucci presents The Portrait Series, the Fall/Winter 2025 campaign photographed by Catherine Opie. Featuring forty-two individuals from a range of generations and backgrounds, the series forms a quiet collective expression of identity. Each portrait adds to a broader mosaic that centers intimacy, presence, and individuality.

Opie’s lens captures both composed and candid moments, focusing on the subtle relationship between each person and the clothing they wear. The way a jacket folds, a bag is held, or a scarf shifts with the rhythm of the body becomes a quiet language. In these images, clothing does not disguise or transform; it frames what is already there, offering space for character and ease to emerge naturally.

The campaign extends into a series of video portraits directed by Lisa Rovner. These short films show cast members responding to open questions, sharing moments of humor, memory, and vulnerability. These are not scripted answers, but glimpses of real presence, recorded with a sense of care and curiosity.

At the core of the campaign is Gucci’s ongoing conversation with its own heritage. The aesthetic of studied effortlessness, the spirit of sprezzatura, continues to shape the identity of the House. The Fall/Winter 2025 collection leans into this tradition, drawing a line between legacy and contemporary expression.

Together, the images and films ask us to look closely. Not just at the garments, but at the people within them. The Gucci Portrait Series offers a renewed lens through which to see not only fashion, but the many forms of identity it holds.