Gucci Launches 2026 Holiday Campaign Starring Mariah Carey, Directed by Harmony Korine

Gucci has launched its 2026 holiday campaign starring Mariah Carey, directed by filmmaker Harmony Korine and set to her song "All I Want for Christmas Is You." Yahoo reported the campaign on November 2, 2026.

Inside Gucci's Mariah Carey Holiday Film

The campaign film takes place inside a lavish hotel where staff prepare for the pop star's arrival, with elaborate decorations setting the stage. Carey appears in pieces from Gucci's new Butterfly special collection, a nod to her affinity for the winged insect and her 1997 album of the same name.

Korine, known for directing "Spring Breakers," "Gummo" and "The Beach Bum," previously collaborated with Gucci on the 2019 project "Duck Rock." Alongside the film, the house released holiday campaign images of its seasonal gift selection, including shimmering versions of the Starlet, Gucci duffle and GG Marmont bags, as well as the suede Paparazzo bag. The collection also features GG Monogram boots, Horsebit loafers, Ace sneakers, Vittoria pumps and winter accessories including hats and scarves.

Carey released her latest "It's Time" video on November 1, an annual tradition marking the transition from Halloween to Christmas. This year's installment begins with a nod to her 1990s alternative rock project Chick before turning into a Christmas spectacle set to her signature holiday song.

Gucci's Sales Decline and Store Plans

Gucci accounts for 40% of Kering's revenues, down from two-thirds in 2019, according to akta.pro company records. Gucci sales declined 14% to €1.35 billion in the first quarter of 2026, driven by weak demand in China and reduced spending from Middle Eastern shoppers. The same records show Gucci comparable sales decline narrowed to -8% from -25% in the second quarter of 2025, though still negative, and the brand has seen 11 straight quarterly declines.

Gucci's Recent Launches and Store Concept

Gucci opened a pop-up shop at Isetan Shinjuku from November 4 to 10 to launch its GucciCore collection, featuring the Gucci NY tote bag including a new Japan-exclusive small size, Prtimes reported in October 2026. Gucci also unveiled its new store concept at the Avenue Montaigne boutique, featuring Italian references, Businessoffashion reported in October 2026. CEO Francesca Bellettini said the concept had to "scream Italy," as the label seeks to reverse a prolonged sales slump.

Mariah Carey's Christmastime Tour Dates

Carey's 2026 "Christmastime" tour kicks off November 27 in Birmingham, England, followed by performances at London's O2 Arena on November 30 and Manchester's Co-op Live on December 2. A show in Malta is scheduled for December 8.