Camille Rowe does the lido with Gucci

At least for a minute. After all, you may not particularly like Gucci apparel. However, there's a certain draw about the visuals of this early dive into summer. And about the word lido. In the UK, it means a public outdoor swimming pool area, "or part of a beach where people can swim, lie in the sun, or participate in water sports. On a cruise ship or ocean liner, the lido deck features outdoor pools and related facilities" (Wikipedia). In Italy, the vibe is a little different and the word brings other connotations: as explained by travel blog Along Dusty Roads, though the Italian government owns all the beach land, and access is for the general public, more than 30,000 businesses rent and effectively own large sections of any beach in Italy over the summer. "These 'concessions', usually private family businesses, occupy over 90 percent of the coast and the fee paid by a balneare (roughly translated as beach manager) is largely viewed to be wildly out of sync with the profits available to some of them," says Along Dusty Roads. "The seafront still belongs to the public, and a Supreme Court ruling a decade ago declared that access to the sea could not be impeded by private property or business - but in reality that simply means that public access points are required". Well, we learn something every day. Back to luxury fashion house Gucci, renowned for its flamboyantly vital ads. What do they have to say about this lido footage, featuring French-American model and actress Camille Rowe? "Drawing inspiration from the spirit of an Italian getaway, where charming ‘lidos’ or beach clubs dot its coastlines, the new campaign showcases the House’s collection of resort pieces in scenes of spontaneity that embrace the season".

Keywords: Gucci Lido Summer, Gucci ads, summer 2024 luxury fashion, Camlle Rowe for Gucci, Sabato De Sarno, Anthony Seklaoui