Gucci Names Mariah Carey as the Face of Its Christmas Campaign
Mariah Carey is officially the Queen of Christmas and now she’s the face of Gucci’s holiday campaign too. The Italian luxury brand announced on November 2, 2026, that the singer will star in its 2026 Christmas ad, and it’s everything you’d expect from the woman who owns the holiday season.
The campaign film was directed by Harmony Korine, the filmmaker behind Spring Breakers and The Beach Bum. It follows hotel staff as they rush to decorate a lavish suite for Carey’s grand arrival. Christmas trees, wrapped gifts, string lights, and bulb ornaments fill the space, turning the hotel into a winter wonderland. And of course, the whole thing is set to her 1994 hit “All I Want for Christmas Is You.”
Carey arrives in two looks, both from Gucci’s new Butterfly special collection. The butterfly is a personal symbol for her, it’s the name of her 1997 album and has been a part of her style for decades. The collection is inspired by the iridescent shimmer of butterfly wings and includes printed dresses, jackets, T-shirts, shoes, and jewelry with a custom Gucci butterfly print covered in crystals.
In her first look, she wears a butterfly-printed silk dress ($4,600) with a faux fur coat, a crystal double-G choker ($2,400), frameless crystal sunglasses ($1,295), and a purple Aperitivo shoulder bag ($3,550). In her second look, she switches to a champagne-colored asymmetrical gown covered in crystals that costs $19,500. Altogether, she wears more than $50,000 worth of Gucci pieces in the film.
The campaign also spotlights Gucci’s full holiday gift lineup, including the Starlet bag, GG Marmont bags, the Paparazzo in suede, Horsebit loafers, Ace sneakers, Vittoria pumps, and GG Monogram boots. The Butterfly collection launched on Gucci’s website on November 2 and is rolling out to select stores in mid-November.
This is a perfect match. Carey has been the unofficial face of Christmas in pop culture for over 30 years, and her song re-entered the charts at number 37 on Spotify the same week the campaign dropped. On November 1, she kicked off her annual holiday season with her “It’s Time” video, which already had over 4.5 million views by the time the Gucci film released.
To top it all off, Gucci hosted a festive cocktail party at its Fifth Avenue flagship store in New York City on November 2, where Carey was serenaded by an a cappella choir and handed out Gucci-branded chocolate gifts to guests. Bobby Brazier, her longtime partner, also appeared in the campaign film.
The Butterfly collection is available now on Gucci’s official website, with select pieces hitting stores in mid-November.
