Gucci ascends into new territory this season, unveiling its first winter sportswear collection, a fusion of luxury design and alpine performance. Set high in the Alps, the campaign stars Jannik Sinner—the brand’s ambassador and one of the world’s top tennis players—who returns to his roots as a former junior ski champion. Against a backdrop of crystalline peaks and frozen light, the imagery captures a story of discipline, elevation, and balance, both physical and emotional.
This collection marks a new chapter for Gucci’s athletic vision, translating the house’s timeless design codes into technical outerwear engineered for the elements. The garments feature streamlined silhouettes, breathable three-layer fabrics, and waterproof coatings, with thoughtful functional details such as ski pass pockets, adjustable fastenings, and touchscreen-compatible textiles. Accessories extend the narrative: sports goggles, ski masks, and an exclusive collaboration with HEAD, resulting in a full suite of skis, helmets, poles, and snowboards—each piece marrying Italian craftsmanship with performance engineering.
Through Sinner’s quiet intensity, the campaign becomes more than a showcase of product—it’s a meditation on focus, endurance, and grace under pressure. The snowy stillness mirrors Gucci’s own transformation: a house known for heritage and sophistication, now embracing speed, precision, and modern athleticism.
The Gucci Winter Sportswear collection is available now in stores and online, offering a new frontier where style meets altitude and fashion transcends seasonality.
Photos: Gucci