In the world of high fashion, few male models command the camera quite like Kit Butler. For Gucci’s newly launched 2025 GG Obsession campaign, Butler becomes the face of the brand’s latest ode to archival elegance and effortless luxury. Alongside Emily Ratajkowski, the British model brings a cool, grounded masculinity to a campaign that’s all about heritage in motion.
Shot on the dreamy shores of the French Riviera by Daniel Arnold and directed by Harrison Boyce, GG Obsession unfolds like a sun-drenched vacation with unapologetic style. Butler moves through yachts, seaside promenades, vintage convertibles, and city cafés—always with Gucci’s iconic monogram luggage in tow.
The Look: Classic GG Reimagined
Gucci’s campaign is a love letter to the GG monogram, reimagined through Butler’s understated swagger. Dressed in hoodies, denim, leather duffels, and the signature Ophidia collection, Butler proves that travelwear can still be sharply tailored and unmistakably Gucci.
In one standout frame, he’s seen lounging with a Savoy carry-on in hand—tattooed forearms showing, hair tousled just right—bringing an effortless British cool to the Italian house’s luxury storytelling.
“Kit’s presence grounds the campaign,” notes a Gucci insider. “There’s a subtle narrative of movement and rhythm. He brings a sense of ‘real guy’ elegance to the table, while still making every look aspirational.”
From Global Runways to Riviera Roads
This isn’t Butler’s first major campaign—his resume spans Louis Vuitton, Bally, Loewe, and more—but GG Obsession may be his most definitive to date. It taps into a visual language that’s both nostalgic and now: the return of the travel trunk, the quiet sexiness of a logo hoodie, the idea that luxury can be lived in and worn well.
While the women’s side of the campaign flirts with romantic Riviera glamour, Butler’s scenes stay grounded: he’s on the move, but never hurried. Every shot feels like a glimpse into his real life—stylish, yes, but always authentic.
Why Kit Butler, Why Now?
Kit Butler’s casting is no accident. At 26, he’s a model of the moment who can do runway polish just as well as off-duty cool. With over 15 global campaigns under his belt, he’s become the guy fashion houses trust when they want to balance edge with approachability.
And in Gucci’s GG Obsession, he delivers exactly that: no gimmicks, no theatrics—just Kit, a logo trunk, and the kind of confidence that doesn’t need to shout.
Final Thought
The GG Obsession 2025 campaign is not just about nostalgia—it’s about evolution. With Kit Butler as its leading man, Gucci reframes the monogram not as a relic, but as a living part of everyday luxury. Masculine, mobile, and memorably modern, Butler is the perfect embodiment of what the brand calls its “constant companion” aesthetic.
Gucci might be obsessed with its iconic double-G, but for us? Right now, we’re obsessed with Kit Butler.
📸 Campaign Credits:
Photographer: Daniel Arnold
Director: Harrison Boyce
Styling: Virginie Benarroch
Creative Direction: Riccardo Zanola
Starring: Kit Butler for Gucci Men
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I don’t think even Kit Butler can turn round Gucci’s failing fortunes. The company’s menswear offering has been less than inspiring for years now.