Mariah Carey Stars in Gucci’s Holiday Campaign

On November 2, Gucci unveiled a holiday campaign featuring Mariah Carey, pairing the singer with her Christmas hit “All I Want for Christmas Is You.” The film, directed by Harmony Korine, follows hotel staff preparing a festive celebration ahead of Carey’s arrival.

Carey appears in two Gucci looks, including a butterfly-print dress and a crystal-covered champagne-colored gown. The butterfly design comes from the house’s new special collection and reflects a motif closely associated with Carey, whose 1997 album was also titled “Butterfly.”

The film’s opening follows Gucci-heeled boots and a fur coat into the hotel as workers arrange presents and decorations. Carey later joins the party in the butterfly dress, accessorized with a jeweled necklace, sunglasses and a purple shoulder bag. One of her looks is valued at $19,500; the campaign’s featured pieces include bags, shoes, hats and scarves.

Korine, whose films include “Spring Breakers,” has previously worked with Gucci. The campaign arrives as Carey begins her annual holiday season, marked by the November 1 release of her latest “It’s Time” video. This year’s clip starts with a reference to her 1990s alternative rock project Chick before shifting into Christmas imagery.

Carey’s 2026 “Christmastime” tour is also scheduled to travel to Europe. Dates include Birmingham on November 27, London on November 30, Manchester on December 2 and Malta on December 8.