Gucci has rolled out its 2026 Holiday campaign, 'Gucci Gift', featuring singer Mariah Carey, capturing the festive anticipation surrounding her arrival at a luxury hotel.

Directed by filmmaker Harmony Korine, the campaign comprises an ad film.

The film follows hotel staff as they prepare for a special guest, transforming the property into an elaborate holiday setting with Christmas decorations, illuminated trees and carefully arranged gifts. The preparations culminate in Carey’s arrival, as guests and staff come together to celebrate the season. Set to Carey’s iconic Christmas hit All I Want for Christmas Is You, the film brings together festive nostalgia and the luxury fashion house’s signature glamour. Carey is seen wearing pieces from Gucci’s new Butterfly collection, inspired by the iridescent wings of a butterfly. The motif also carries a personal connection for the singer, whose 1997 album was titled Butterfly.

What we think about it: Mariah Carey has become almost synonymous with the start of the Christmas season, making her a timely and fitting choice for Gucci's holiday campaign. Her association with festive glamour sits comfortably with the brand's luxury image, while the use of her iconic Christmas anthem adds familiarity and seasonal relevance to the film. The hotel setting and its elaborate preparations also give the narrative a sense of occasion, even if the execution stays within familiar festive territory.

The campaign went live across Gucci and Mariah Carey's Instagram and YouTube channels on 2 November.