Daisy Edgar-Jones & Friends Take to the High Seas in the 2025 Gucci Lido Campaign

We’re having to wait until September for the highly anticipated debut collection of Demna as Gucci creative director. You are no doubt completely aware of the fact that the Georgian designer succeeded Sabato De Sarno as the creative force behind the Italian fashion label in March, following De Sarno’s not-so-unexpected exit. Gucci continues to remind us of its existence with the release of the “Lido” campaign for the 2025 summer season. The brand called upon Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson as the faces of the collection. Via the lens of American visual artist Jim Goldberg, the cast embarks on a venture out into the high seas, with the sun-drenched imagery storied around the “essence of an Italian summer”.

“Good luck recovering from -25% sales with this,” laughed FashionPower.

“Stupid layout,” critiqued forum member kokobombon.

Also quick to mention the art direction was Toni Ahlgren. “Those scribbles remind me of that certain Vogue Italia period, and that’s not a good memory,” they shared.

“Looks like a shoot for Burda magazine, and not that of a prestigious fashion house with high prices,” exclaimed an underwhelmed Minerva13.

Thefrenchy commented: “Wild that they keep booking all these great names and yet the result is always so damn mediocre. Good riddance!”

See more of Daisy Edgar-Jones, Aliocha Schneider, and David Jonsson for the Gucci “Lido” 2025 campaign and join the conversation, here.