Tunisian model-slash-actor Ali Latif has just been tapped as House of Gucci’s latest face, chosen to represent the Italian luxury label in their latest global campaign. Dubbed Where Light Finds Us, the Spring-Summer 2025 collection sees the 25-year-old pose in several sunlit settings, embodying the label’s signature blend of heritage and modernity (once again).
Just a few years after starring in Gucci’s first-ever global campaign shot and produced in the Arab world (by MILLE CREATIVE), the Tunisian-born model returns to the house that first put him on the international fashion map — once again as one of its leading men. For this collection, the Milan-based brand delved into its storied past to reimagine several classic pieces, including the new Gucci 73 carrier, a modern take on an archival bucket bag released years back.
Invited to bring some of Gucci’s latest offerings to life, in some of the few shots shared so far, Latif can be seen sporting a long-sleeve neon mesh top, paired with brown (mini) shorts. A signature Gucci belt — complete with the brand’s iconic logo serving as the buckle — ties the whole look together in a set that screams sea, sand and sun.
“Fashion has always been a powerful language, a means of telling stories across borders, and today I see this opportunity as a chance to share my own. As an Arab model, I want to highlight the beauty, depth and modernity of our culture, while breaking stereotypes and opening doors for future generations,” Latif told MILLE. “I hope it inspires other young Arab talents to chase their dreams. I deeply believe in the importance of representation, and I’m proud to be a role model for future generations,” he added.
Directed by multi-award-winning filmmaker Xavier Dolan (Cannes Grand Prix, 2014; César Best Foreign Film, 2015), the campaign video captures the collection’s essence in an ethereal way, with models dancing, moving, and interacting inside Gucci-inspired decors, as the line between dream and reality progressively blurs through each act. Here, Latif can be seen fully immersed along with the rest of the cast (Noée Abita, Pier-Gabriel Lajoie, Carmel Roger, Deba Hekmat), playing into the short clip’s whimsical energy by taking part in many choreographed moments. Laughing in bed, dashing through a bar, or stepping into a shower, the North African native brings a playful charm to each scene, fully embracing the somewhat carefree spirit of the collection.
