GUCCI PRESENTS GUCCI ALTITUDE, ITS FIRST WINTER SPORTS COLLECTION

Carried by the majestic vastness of a snowy landscape, Gucci marks its entry into the world of winter sports with the Gucci Altitude campaign and collection. Combining high-altitude performance with the Maison’s iconic codes, this first line explores the space between sky and mountain, between stillness and movement, where elevation takes on a true dimension.

Guided by the Maison Ambassador Jannik Sinner—who, before conquering the heights of global tennis, had already made his mark on the slopes as a junior ski champion—the campaign follows him across the pristine peaks of an endless horizon. A symbol of the focus and discipline that shape excellence, Gucci Altitude embodies both a vision of performance and a state of mind.

About the campaign, Jannik Sinner said: “It was a really special, unique photoshoot, right in the heart of the mountains. I’ve always loved the mountains, and this shoot took place in an absolutely incredible setting. Gucci is full of amazing ideas, but this one was truly magical. An experience I will never forget.”

Drawing from the codes of winter sportswear as well as the Maison’s heritage in leisurewear, the campaign presents this new collection as a subtle balance between effort and ease. Each piece expresses itself clearly, merging form and function designed to complement its environment. Alpine wear is reimagined through a contemporary lens, where technical elements become refined silhouettes, harmonized with the rhythm of changing terrains. Completing the selection are sports-inspired eyewear pieces, including a ski mask and wraparound sunglasses, both adorned with the Gucci logo. The result is a collection shaped not by spectacle, but by mastery, intention, and serenity—ready for the next ascent.

Combining cutting-edge performance and iconic codes with technical pieces, the collection merges technological innovation with absolute refinement. It features designs with breathable three-layer constructions, water-repellent finishes, and carefully considered functional details, such as ski pass pockets and touchscreen-compatible interiors.

Alongside clothing, accessories, and footwear, the Maison also presents objects created in partnership with HEAD. Designed for skiing and outdoor adventures, this selection includes skis and poles, snowboards, sports bags, and helmets adorned with the Maison’s iconic Web stripe to tackle the most demanding winter conditions.