Mariah Carey is the star of Gucci’s new holiday campaign, bringing her signature glamour and Christmas spirit to a film for the Italian luxury fashion house. The Grammy Award-winning singer appears in winter looks from Gucci’s new Butterfly collection, inspired by the iridescent wings of a butterfly.
Directed by filmmaker Harmony Korine, the campaign follows hotel staff as they rush to prepare a suite for Carey’s arrival. The space is transformed with a Christmas tree, wrapped gifts, bulb ornaments and string lights, creating an elegant winter setting.
The Butterfly motif also has a personal connection to Carey, whose 1997 album was titled “Butterfly.” Her holiday hit “All I Want for Christmas Is You” features in the campaign film, reinforcing the seasonal theme.
Alongside the video, Gucci presents images highlighting gifts and accessories from its holiday selection. The featured pieces include the Starlet, Gucci duffel and GG Marmont bags, as well as the Paparazzo in supple suede calfskin.
The campaign also showcases GG Monogram boots, Horsebit loafers, Ace sneakers and Vittoria pumps. Beanies and scarves complete the selection of winter accessories.
The collaboration continues Carey’s recent association with Gucci. During a December 2025 trip to Aspen, she wore the brand’s rounded-toe tall boots. In May, she also attended the front row of Gucci’s cruise 2027 collection presentation, held under the creative direction of Demna.
Sources: WWD.