- Director: Harmony Korine (EDGLRD)
- Client: Gucci
- Category: Video Design — Fashion & Beauty
- Location: Miami, Florida, United States
- Project Brief: Create a fashion video for Gucci’s 2026 holiday campaign that celebrates the brand’s gift collection through cinematic storytelling, festive music, luxurious visuals, and Mariah Carey’s star presence.
Fashion brands love a holiday film, but few get a Christmas song as famous as the woman who sings it. For Gucci Gift, director Harmony Korine builds the whole spot around Mariah Carey’s arrival at a grand hotel, set to “All I Want for Christmas Is You.”
The first half is all build-up, with hotel staff hurrying past luggage carts and pressing elevator buttons in quick, rhythmic cuts. By the time a GG monogram boot steps out of a black car onto the red carpet, you’re waiting for her as much as the staff are.
Korine shoots the hotel in deep wood paneling and warm lamplight, with gold ornaments catching the glow. Smooth tracking shots and tight close-ups pick out the Gucci pieces along the way, from a crystal GG choker to a sparkling monogram shoulder bag.
The song runs under the whole film and pushes the story forward, so her big entrance lands right on cue. It closes on Mariah smiling by a lit Christmas tree, with the Gucci wordmark spread wide across the frame in white serif capitals.
