Gucci has unveiled its new campaign, Gucci Altitude, set against the breathtaking backdrop of snow-covered alpine landscapes. Marking the House’s debut in winter sportswear, the collection blends high-altitude performance with Gucci’s emblematic design codes, exploring a poetic realm “between the sky and the mountains.” In this serene yet powerful world, stillness meets movement, precision meets grace — and a new expression of Gucci’s aesthetic emerges.
Jannik Sinner Embodies the Spirit of Elevation
Fronting the campaign is global brand ambassador and tennis champion Jannik Sinner, who, before rising to the top of the tennis world, once raced across snowy slopes as a junior ski champion.
In the visuals, Sinner stands once more upon the snow-covered peaks, framed by an infinite horizon of white. Reflecting on the shoot, he shared: “This was such a special and unique shoot in the middle of the mountains. 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.”
Precision Meets Elegance: Gucci’s Winter Vision
The collection fuses the technical precision of winter sportswear with the House’s long-standing tradition of leisurewear. Each piece harmonizes form and function, designed to move in rhythm with nature’s ever-changing landscape.
Crafted with breathable three-layer constructions, water-repellent finishes, ski-pass pockets, and touchscreen-compatible interiors, the garments balance practicality with refinement. The silhouettes remain fluid and elegant, introducing a new concept of effortless luxury — where performance and poise coexist seamlessly.
Eyewear that Defines Alpine Sophistication
Completing the collection are two sport-inspired eyewear designs. The GG1974S ski mask features an elastic strap with the Gucci logo and a metal plate detail, while the GG2011S sunglasses reimagine the wraparound silhouette with geometric precision.
Both come in mirrored and GG monogram lenses, capturing the luminous beauty of the snow while reflecting Gucci’s refined sense of design.
Technical Craftsmanship in Collaboration with HEAD
Expanding its winter offering, Gucci has partnered with renowned Swiss sports brand HEAD to create a range of precision-engineered equipment. The selection includes skis, ski poles, snowboards, sports bags, and helmets — each adorned with the House’s iconic Web stripe.
Merging advanced technology with artisanal excellence, these pieces redefine technical luxury, bringing elegance even to the harshest winter conditions.
The Gucci Altitude collection is now available in Gucci stores worldwide and on the House’s official website.
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