Daisy Edgar-Jones makes her debut as the face of Gucci in the ‘Gucci Lido’ campaign

Daisy Edgar-Jones becomes the new face of Gucci with a campaign that celebrates summer and Mediterranean elegance.

British actress Daisy Edgar-Jones has been officially unveiled as the new face of Gucci in the brand’s latest campaign, titled ‘Gucci Lido’. Inspired by summer and the relaxed Mediterranean lifestyle, the campaign features Edgar-Jones alongside actors David Jonsson and Aliocha Schneider in coastal settings and private gardens.

Photographed by Jim Goldberg, the campaign showcases a fresh and accessible collection, with key pieces including swimwear, striped shirts, cotton co-ords, and garments featuring the iconic GG monogram. Gucci has also reimagined its classic handbags — such as the Softbit, GG Marmont and Bamboo 1947 — in summery materials like raffia, wicker, and crochet.

A video directed by Rubberband complements the images with a visual narrative that follows the actors through sun-drenched landscapes. The collaboration marks an important step for Edgar-Jones, who rose to fame with Normal People and has since built a strong career in both film and television.

The actress was already close to the brand, having attended several Gucci fashion shows. With this campaign, she strengthens her ties with the Italian fashion house and positions herself as a new style icon.