Gucci Calls Daisy Edgar-Jones to Star in New, Summer-Themed Ad Campaign

SLOW LIFE: Daisy Edgar-Jones is making her official debut as a Gucci face in the new campaign the Florentine house is releasing Wednesday.

Dubbed “Gucci Lido,” the campaign is intended as a celebration of summer and the slow life, portraying the “Normal People” lead on a boat alone or basking in the Mediterranean sun along with fellow British actor David Jonsson and French actor and singer Aliocha Schneider — also both featuring in a Gucci ad for the first time.

Photographed by Jim Goldberg, the talents are shown in breezy, easy-to-approach looks by the brand, ranging from GG monogram denim pieces and one-piece swimsuits to striped bowling shirts and lightweight cotton separates.

For the summer season, the brand also reimagined its signature designs with new materials, crafting styles like the Gucci Softbit, GG Marmont, and Bamboo 1947 bags in raffia, wicker or via crochet details. The new Gigi loafers in suede, eyewear and Interlocking G jewelry add to the accessories lineup.

Flanking the images, a video directed by Rubberband further builds on the flowy narrative, following Edgar-Jones, Jonsson and Schneider from coastlines to secluded garden villas.

Edgar-Jones starred in her breakout role as Marianne Sheridan in Hulu’s hit series “Normal People” in 2020 — which earned her nominations for a British Academy Television Award and a Golden Globe Award. She has expanded her career since, taking film roles in the horror-thriller “Fresh” and the mystery one “Where the Crawdads Sing” in 2022; in “Twisters,” and “On Swift Horses” last year, as well as by playing a Mormon murder victim in the crime miniseries “Under the Banner of Heaven,” which earned her a second Golden Globe Award nomination.

The actress has been affiliated with Gucci for some time, having repeatedly sported the brand during press tours and joining her “Normal People” costar Paul Mescal at the brand’s fashion shows. For example, she was seen front row at the Gucci 2025 cruise show in London in May last year and at the brand’s spring 2025 and fall 2025 fashion shows in Milan in September and earlier this year, respectively.