Gucci makes its debut in winter sportswear with Gucci Altitude, fronted by Jannik Sinner and filmed high in the Alps.
Summary
- Gucci introduces its debut winter sportswear line, Gucci Altitude.
- The campaign stars tennis player and former ski racer Jannik Sinner.
- The collection merges technical innovation with the House’s design codes.
Gucci heads for higher ground with its first winter sportswear collection, Gucci Altitude. The campaign, fronted by global brand ambassador Jannik Sinner, signals the brand’s move into performance wear designed for mountain conditions. Shot by Stef Mitchell and directed by Stillz, the images follow Sinner across an alpine landscape that feels both cinematic and personal.
Before tennis, Sinner trained as a junior ski champion, and the campaign plays on that crossover between precision and motion. “This was such a special and unique shoot in the middle of the mountains,” Sinner said. “I’ve always loved the mountains, and this shoot took place in the most incredible setting. Gucci always comes up with amazing ideas, but this one felt truly magical and was an experience I’ll never forget.”
The collection connects Gucci’s design language with the mechanics of sport. It offers technical outerwear made from breathable, water-resistant fabrics, and includes functional details like ski-pass pockets and touchscreen interiors. The silhouettes are clean and controlled, made to move easily on or off the slopes. Accessories round out the look with wraparound sunglasses, ski masks, and alpine essentials marked by the Gucci logo.
In collaboration with HEAD, Gucci extends the collection into gear, including skis, poles, helmets, and snowboards finished with the House’s signature Web stripe. It’s a natural extension of Gucci’s world into a new kind of luxury performance wear, one that feels as much about focus and ease as it does about elevation.
The Gucci Altitude collection is available now in select boutiques and on gucci.com.
