"Storytelling is incredible": Fans react to Gucci's latest campaign featuring Yara Shahidi and George MacKay

Gucci’s Spring/Summer 2025 campaign, Where Light Finds Us, has sparked widespread admiration across social media platforms. Directed by filmmaker Xavier Dolan and conceptualized by Creative Director Sabato De Sarno, the campaign stars actors Yara Shahidi and George MacKay.

As multiple fashion enthusiasts are mentioning, this latest campaign of the global brand brings fashion and storytelling together in an interplay of light and shadow, through which, the brand presents the SS25 collection.

Gucci took to its official Instagram handle, shared its Where Light Finds Us campaign's visuals, and captioned:

"A balance of light and shadow, of movement and stillness. Yara Shahidi and George MacKay star in Where Light Finds Us, the new Spring Summer 2025 campaign from the vision of Creative Director @sabato.desarno, photographed by director Xavier Dolan, in which light becomes a living presence and inspires the courage to be authentic even in the most fragile and fleeting moments."

Netizens were quick to weigh in on the comment section of the Instagram post, sharing their thoughts regarding the latest Gucci campaign. One such user commented:

"Stunning campaign! The balance between elegance and storytelling is incredible. Love how the light and colors create such a unique mood. Bravo to the creative team! 🔥 #gucciss25"

Other fashion enthusiasts also poured admiration on Where Light Finds Us. Below are what some of them had to comment:

"I love this", declared @emalineo in the comments section.

"This campaign 👏🔥😍", exclaimed @brandonjassen on Instagram.

"Gucci are the best 🔥", said @iamtoryfel on Instagram.

"It was so beautiful to watch!", appreciated @audriannastrickland on Instagram.

"GORGEOUS @yarashahidi 😍", remarked @fannybourdettedonon under the comments.

"Amazing collection", commented a fashion enthusiast @ali.pakniyyat.

"I don’t know what to love more! Yara or the mirror wall 😍", exclaimed Instagram user @goretexg.

"full of energy!", expressed @io_suno_levi under the post's comments.

"The House or nothing 😍❤️❤️", remarked @bashstylingcouture on Instagram.

"My god they're looking so stunning🔥🙌", said @sofialago.cs on Instagram.

"The colors and lighting used in the ads are very evocative. Great ads.", declared an Instagram user @insighthive_research.

"Gucci Mood! Wonderful as always❤️‍🔥", lauded @eugen_kholodiy on Instagram.

---

The vision of Gucci's ‘Where Light Finds Us’

Shot by Xavier Dolan, the campaign is a cinematic exploration of light, a central theme, that illuminates moments and emotions. This subtle interplay emphasizes Gucci’s SS25 collection, characterized by lightweight fabrics, muted tones, and structured silhouettes.

Below is what Xavier Dolan stated regarding the campaign,

"Joy. Alleviation. What else can I hope for? Everything you stumble upon feels irrelevant these days, doesn’t it, in the grand scheme of things. But we take tenderness and beauty where we find them."

He continues:

"But here are 60 seconds to breathe in, breathe out, see a scarf billow in the breeze, take in some dust flowing through the air, some warmth. So, alleviation, I’d say. It’s not much. But if it stays with you for a minute or so, and brings you the slightest amount of comfort, then it was all worth it!"

Shahidi and MacKay: The Faces of SS25

In one frame, Yara Shahidi wears a simple white tank top with khaki trousers, paired with a brown logo belt and white sneakers. Another outfit features an olive green fringe jacket. Shahidi also dons a red leather coat.

George MacKay’s outfits include a translucent mesh polo shirt, a tailored brown blazer paired with short shorts, and a crossbody bag.

Gucci's SS25 Where Light Finds Us campaign depicts fashion’s ability to illuminate the human experience.

---

Also Read: Top 7 Menswear deals to shop from Lululemon's sale