The campaign features 42 individuals each with their own story and perspective, described by the House as “a collective portrait woven through the diversity of generations and backgrounds”.
Rooted in intimate and human-centred portraiture, Gucci says Opie’s lens reveals the authentic relationship between person and garment.
“In moments both composed and spontaneous, the way a jacket folds, a bag is held, or a scarf moves with the body’s rhythm becomes a subtle language of identity,” the House says.
“Here, clothing is more than fabric and form; it is a frame within which individuality emerges, not constructed through performance, but revealed through posture, ease, and attitude.
The exploration extends into a series of intimate videos directed by Lisa Rovner, where cast members respond candidly to open-ended questions, offering moments of humour, reflection, and memory.
See the images from the campaign below:
