Jessica Chastain and the Gucci Gift campaign: The actress stars in the first chapter 'Stories from The Savoy'

Like many major cities in the world, London is traversed by a river, the Thames. A celebrated waterway, featured widely in literature (from William Makepeace Thackeray's Vanity Fair to Charles Dickens' Great Expectations) and central to the existence of those who live around it. It is no wonder, then, that the website of The Savoy, a historic London hotel, proudly states it is"the only five-star hotel on the banks of the Thames."

Opened in August 1889, The Savoy became a central passageway for the "beautiful world" to move, travel, and meet. It is the cradle of many stories, including Gucci's. Many years ago, in fact, a young Guccio Gucci was hired as a porter at the hotel. It was a role that allowed him to absorb the elegance of the patrons who passed by, creating a vision. Indeed, by observing the refined luggage of the guests he conceived the idea for his own brand, built on the foundation of travel and exploration, inspired by the stories that every adventure holds.

So Gucci Gift – the campaign conceived by the Maison's creative director Sabato De Sarno – could only start here, from this hotel on London's Strand. Unfold in four chapters over the course of the holiday season, the concept revolves around the idea that moments of joy shared with those we call family (whether by birth, destiny or election) become meaningful memories that resonate long after the holidays are over.

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The bonds of affection and love then transform the meaning of the gift, which is reimagined as an exchange of sincere gestures between giver and receiver. Protagonists of the campaign are Gucci's global ambassadors and friends of the Maison who, within distinct chapters (perfectly interconnected thematically and aesthetically) follow each other in a crescendo of joy. At the centre of it all is the joy and warmth of sharing that frames a series of tableaux vivants that gives space and resonance to ready-to-wear looks from the latest collections – along with emblematic accessories.

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The first chapter of this tale features Jessica Chastain, accompanied by her best friend Danielle Pizzorni whose presence immediately brings back the concept of 'family of choice'. Finding a place in this narrative are some of the Maison's most iconic models, such as the Jackie 1961 and the 1947 Bamboo worn by the very Oscar-winning actress (in 2022 for her role in the film The Eyes of Tammy Faye).