Gucci announces Valentine’s Day 2025 campaign with real-life couples: Everything we know so far

With its new campaign, Gucci Together, a contemplative look at love in all its manifestations, Gucci takes a personal approach on Valentine's Day.

Working with photographer Tina Barney to realize this idea, creative director Sabato De Sarno consistently highlights the personal tales that bind us.

Known for her subtle representation of ordinary interactions, Barney captures personal and astonishingly beautiful moments. According to WWD, De Sarno said that Gucci wanted to celebrate love in all its nuances with this campaign. Families, couples, and friends—people connected by love and common pasts—are among the cast, he continued.

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Love through Gucci's lens

With its familiar household settings that exude warmth and life experience, the advertisement gets an authentic tone. Intimate moments that feel genuine and unguarded are shared by real-life couples, families, and friends who are all connected to the fashion industry.

A quick grin, a somber look, or the solace of silence are just a few of the subtle ways love is conveyed in each picture and video. The ad establishes a global sense of intimacy by layering personal stories from the actors.

Gucci creates a Valentine's Day giving edit that is equally sentimental and fashionable to go along with this investigation of connection.

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About the collection

The collection includes both new and House iconic pieces: 1955 Gucci Horsebit Soft handbags emerge in Rosso Ancora, while the GG Emblem series and Gucci Savoy travel accessories arrive in new colors.

Silk Flora scarves, the Link to Love fine jewelry collection, and shoes with the Horsebit accent or the recognizable Web stripe give classic charm.

Flora scents and Gucci eyewear complete the assortment, making them ideal for a Valentine's Day gift.

With Gucci Together, De Sarno taps into the subdued power of narrative to create a campaign that is unabashedly romantic, relatable, and honest.

Gucci reminds us that connection is in the smallest, most significant aspects rather than large gestures by portraying love in its purest form.

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Gucci and Sabato De Sarno recently collaborated on another Lunar New Year ad. To honor the custom, Gucci's global ambassadors Ni Ni and Xiao Zhan participated in the "Year of the Snake" campaign.

Through De Sarno's perspective, the ad gives a tribute to family, echoing the "symbolic renewal" that the snake symbolizes.

Following an emotional moment between two families, the campaign highlights the value of festive traditions, the coziness of tradition, and the delight of being together while providing a look into their lives and deep ties.

To commemorate the event, Gucci unveiled a range of designs that drew inspiration from the elegance of the serpent, with the snake acting as a central element throughout the collection.

Bold color schemes, elaborate silk threads, and the GG Monogram's curve were all references in this collection. Other elements included the snake-print insole on Gucci's iconic Signoria Slingback Pumps.