Mariah Carey season now has a Gucci opening scene. On Monday (Nov. 2), the house unveiled its holiday Gucci Gift campaign with Carey as its star, directed by Harmony Korine and soundtracked by “All I Want for Christmas Is You,” per Rolling Stone and Hypebae.
The film is a hotel farce. Staff and guests scurry around as Christmas trees get dressed, lights go up and candles are lit, Rolling Stone writes, all before Carey arrives to her own signature song. StyleRave adds wrapped presents and oversized bulb ornaments to the hotel’s winter wonderland. Watch it below.
Gucci says the campaign celebrates Carey’s “role as a cultural icon and a fixture of the holiday season” and the “festive excitement of one of the most anticipated moments of the year.” She wears the new Butterfly collection, inspired by her 1997 album of the same name: jackets, dresses, T-shirts, shoes and jewelry, many in a custom Gucci butterfly print with crystals.
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Korine is a pointed pick. StyleRave notes the Spring Breakers and Gummo director has worked with Gucci before, on its 2019 Duck Rock project. Journal du Luxe reads the casting as classic Demna: a mainstream pop star paired with an underground filmmaker, in the Guccicore the designer, named to lead the house’s collections last year, has revived.
Carey is stacking launches. On Sunday she opened the season with her annual “It’s Time” video, made with Sol de Janeiro, which had passed 4.5 million YouTube views by Monday, Rolling Stone says. “All I Want for Christmas Is You” re-entered the Spotify chart at No. 37 with more than 1.8 million streams on Nov. 1.
The song also has a record to win back. Ella Langley’s “Choosin’ Texas” passed Carey for the longest No. 1 run in Hot 100 history; Carey’s hit spent a cumulative 22 weeks at the top. Rolling Stone says she’ll be looking to reclaim that throne.
- Campaign
- Gucci Gift, holiday 2026
- Director
- Harmony Korine
- Collection
- Butterfly, inspired by Carey’s 1997 album
- Soundtrack
- “All I Want for Christmas Is You”
Added to the High Grailed archive on November 10, 2026.
