Gucci Taps Mariah Carey for 2026 Holiday Campaign and Butterfly Special Collection

Gucci launched its 2026 holiday advertising campaign on November 2, 2026, with Mariah Carey as the lead, anchoring the season's push around both a short film and a dedicated product collection.

The campaign film, directed by Harmony Korine, uses Carey's Christmas staple "All I Want For Christmas Is You" as its soundtrack and pays homage to Miranda Priestly's entrance scene from "The Devil Wears Prada." The film is available on Gucci's official website.

Alongside the campaign, Gucci introduced the Butterfly special collection, drawing directly on the butterfly motif associated with Carey and her 1997 album "Butterfly." The collection spans clothing, bags, and jewelry, with iridescent finishes and crystal detailing throughout. It was made available for online pre-sale on the brand's official website on the same date.