Before Cannes turned the Côte d’Azur into a red-carpet spectacle, and long before Aperol spritzes became TikTok’s drink of the decade, Italy’s “lido” (Italian for ‘beach’) was where the elite went to be seen. More than just beaches with striped cabanas and sunbeds, the lido was a cultural mood, especially in storied spots like Venice and Capri. It embodied a kind of effortless, sun-drenched glamour. It’s this very feeling that Gucci bottles in its latest Gucci Lido collection.

Blending sophistication with comfort, the collection reimagines signature handbags like the GG Marmont, Bamboo 1947, and Softbit in sun-friendly materials, such as raffia, wicker, and crochet. They exude a laid-back charm that complements the season’s ease. There are also the plush suede Gigi loafers, ocean-toned Gucci Re-Web sneakers, and oversized totes designed for spontaneity. Ready-to-wear spans lightweight cottons, GG monogram denim, and the iconic Flora motif, while swimwear ranges from triangle bikinis to one-pieces. Then, there are the accessories that shimmer with restrained decadence, featuring pastel-hued sunglasses as well as gold-toned Interlocking G jewellery. 

To capture the quiet poetry of summer, Gucci tapped cult photographer Jim Goldberg, whose cinematic stills and handwritten reflections turn the campaign into a slow-burn visual diary. The story unfolds without a script and stars a trio of cinematic cool kids, played by up-and-coming faces like Daisy Edgar-Jones, David Jonsson, and Aliocha Schneider. The characters move through intimate and unfiltered scenes, like snapshots from a film that never needed dialogue. The accompanying video, directed by creative duo Rubberband, adds gentle motion, with crochet bags swaying, raffia accessories catching the light, and fluid silhouettes drifting across Mediterranean backdrops. Even the colour palette feels like it’s been sun-faded on purpose.

Overall, while the Gucci Lido campaign is rooted in fantasy, the clothes are very much made for real life, whatever your version of summer may be. And in case you were wondering, you don’t need to book a yacht or escape to Ischia to wear it. But if someone did happen to invite you, at least you’ll have the perfect wardrobe.

Photographed by JAYA KHIDIR
Styled by JEFFREY YAN

Model TIARA ONG
Make-up Artist Wee Ming
Hairstylist GREGO OH