Shot against a dry wall on the shop floor, the campaign builds on DSM’s Brutalist essence to engage its London community.

Featuring Dan, a long-time staff member, the casting grounds the imagery in intimacy while hinting at Gucci’s theatricality.

Adopting a deadpan aesthetic, it translates color, pattern, and embroidery into gestures of restraint in a nod to Rei Kawakubo’s austerity.