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Gucci’s latest campaign steps away from spectacle and into something far more powerful: quiet connection. Fronted by Global Brand Ambassador Ni Ni—one of China’s most celebrated actresses with a résumé that spans Cannes to couture—and Jin Dachuan, a modern Chinese icon of the global runway, the campaign unfolds in a tranquil coastal town. Captured by Colin Dodgson and directed by rubberband., the visuals are a masterclass in understated elegance. Cue sunlight-soaked afternoons, soft glances, and the kind of effortless warmth that only comes from real-life friendship.
At the heart of the narrative is Gucci’s Padlock line—structured handbags rendered in classic GG Monogram with refined leather trim and archival key-lock closures. It’s a curated collection built for both gifting and keeping, offering versatility through detachable straps and a silhouette that seamlessly shifts from day to evening. Complemented by playful yet polished ready-to-wear pieces and accessories, the collection celebrates connection in all its forms—whether romantic, familial, or something quietly in between. It’s Gucci at its most intimate: luxurious, considered, and quietly iconic.
