Gucci launches holiday campaign starring Mariah Carey

Gucci has unveiled its 2026 holiday campaign featuring singer Mariah Carey. The campaign includes a short film directed by Harmony Korine, set in a luxury hotel where staff prepare for the singer’s arrival to the soundtrack of her hit, “All I Want for Christmas Is You.”

The collaboration highlights a special Butterfly collection, which draws inspiration from Carey’s 1997 album of the same name. The collection features iridescent effects, crystals, and butterfly prints across clothing, footwear, and accessories. During a private launch event at Gucci’s Fifth Avenue flagship in New York City, Carey was serenaded by an a cappella choir and distributed Gucci-branded chocolate boxes to guests.

The partnership comes at a strategic time for the Italian luxury house, which has faced declining sales in recent years. By leveraging Carey’s status as a seasonal pop culture icon, Gucci aims to bolster its holiday gifting season.