Gucci sits Ni Ni and Song Wei Long down with Davika Hoorne and Chantavit Dhanasevi to show us the uniform of chosen family.
Summary
- The Concept: The campaign moves away from solitary posing to focus on “The Gathering,” a theme centered on the dinner table. It prioritizes the idea of “chosen family” and the exchange of stories between different generations.
- The Collection: The cast wears looks from the Gucci: La Famiglia line. The styling aims to reflect distinct personalities while unifying the group through a shared aesthetic.
Most luxury advertising sells isolation, positioning the model as a solitary figure in an expensive, empty room. Gucci rejects this lonely narrative with “The Gathering,” a campaign that finds its footing in the chaotic warmth of a dinner party rather than a static studio pose, centering this social energy around the Gucci: La Famiglia collection.
These La Famiglia pieces dress a roster of heavy hitters who know how to hold a room. Global Brand Ambassador Ni Ni and Song Wei Long join the fold, bringing their own distinct energy to the shot alongside Brand Ambassador Davika Hoorne and her real-life husband, Chantavit Dhanasevi.
Dhanasevi and Hoorne’s presence anchors the campaign’s central thesis about the people we actively pick to be in our lives. The imagery moves past biological ties to look at “chosen family,” examining how distinct presences define modern relationships as the group converges at a shared table.
That table serves as the stage where different generations meet to intertwine their lives. They swap stories and create new memories, building a sense of belonging that feels lived-in and framing human connection as the main event.
Artistic Director: Demna
Director: Christine Yuan
Photographer Endorsed: Andrew Miksys
Photographer Still Life: Vincent Levrat
Stylist: Ana Steiner
Make Up: Janeen Witherspoon
Hair: Lukas Tralmer
