Mariah Carey is bringing her Christmas magic to Gucci this holiday season. The Grammy Award-winning singer stars in the Italian luxury fashion house’s 2026 holiday campaign, directed by filmmaker Harmony Korine and soundtracked by her perennial festive hit, “All I Want for Christmas Is You.” Set inside an elaborate hotel preparing for the singer’s arrival, the campaign film combines Christmas theatrics with Gucci’s latest seasonal designs, giving the brand’s holiday collection a familiar dose of glamour.
The collaboration arrives as Carey resumes her annual takeover of the Christmas season, a tradition that has become almost inseparable from her musical legacy. Her 1994 holiday single continues to return to the charts every December, making her an especially recognizable figure for brands looking to capture the festive mood. With the Gucci holiday campaign, Mariah Carey brings together her well-established Christmas persona and her affinity for high-fashion dressing, while giving the Italian label a recognizable face for its seasonal gifting collection.
Mariah Carey Stars in Gucci’s New Holiday Campaign Film
Directed by Harmony Korine, the campaign film follows hotel staff members scrambling to prepare a suite for Carey’s arrival. The preparations involve transforming the hotel into an elaborate winter wonderland, complete with a decorated Christmas tree, wrapped presents, oversized bulb ornaments, and sparkling string lights.
As the preparations unfold, the anticipation surrounding the singer’s arrival becomes part of the film’s Christmas theatrics. Carey eventually makes her entrance wearing pieces from Gucci’s new Butterfly special collection, bringing her signature glamour to the festive setting.
Naturally, the soundtrack is “All I Want for Christmas Is You.” The inclusion of the singer’s 1994 hit gives the Gucci holiday campaign an immediate connection to the season, while allowing Mariah Carey to bring one of her most recognizable cultural signatures into the fashion house’s storytelling.
Korine is an interesting choice to direct the production. The filmmaker, known for movies including “Spring Breakers,“ “Gummo,“ and “The Beach Bum,“ brings a distinctive cinematic background to the holiday project. He has also worked with Gucci previously, collaborating with the fashion house on its 2019 project Duck Rock.
Gucci’s Butterfly Collection Has a Personal Connection to Carey
The singer’s wardrobe throughout the campaign centers on Gucci’s new Butterfly special collection, which takes inspiration from the iridescent wings of butterflies. The motif has a particular connection to Carey, whose 1997 album was also titled “Butterfly.“
The reference gives the collaboration a personal dimension, connecting the collection’s inspiration to an important chapter in the singer’s musical career. Rather than simply featuring Carey in seasonal designs, Gucci draws on a recognizable part of her artistic identity to introduce the collection.
The butterfly motif also fits comfortably within the singer’s established fashion sensibility, which frequently embraces glamorous details, shimmering finishes, and statement-making looks.
Gucci Unveils Its 2026 Holiday Gift Selection
Alongside the campaign film, Gucci has released a series of images showcasing its seasonal gift selection. The assortment spans leather goods, footwear, and winter accessories, highlighting several of the fashion house’s recognizable designs.
Among the featured handbags are the Starlet, Gucci duffel, and GG Marmont, alongside the Paparazzo in supple suede calfskin. The selection brings together statement pieces and familiar house signatures for the holiday gifting season.
Footwear also receives attention, with GG Monogram boots, Horsebit loafers, Ace sneakers, and Vittoria pumps appearing in the campaign imagery. Beanies and scarves complete the seasonal offering, adding winter essentials to the collection.
The assortment gives Gucci’s holiday collection a bigger focus than handbags alone, with options ranging from everyday footwear to accessories that can add a more distinctive touch to a winter wardrobe.
Mariah Carey Continues Her Relationship With Gucci
The new campaign also builds on Carey’s recent appearances in Gucci. During a December 2025 trip to Aspen, the singer wore the label’s rounded-toe tall boots, bringing the fashion house into her winter wardrobe.
She also attended Gucci’s Cruise 2027 collection presentation in May 2026, taking a front-row seat at the show under the creative direction of Demna. Her appearance at the presentation further established her connection with the brand ahead of the holiday collaboration.
With the Gucci holiday campaign, Mariah Carey now takes that relationship a step further, moving from wearing the label at public appearances to fronting one of its major seasonal campaigns.
Mariah Carey Kicks Off Her 2026 Christmas Season
IT’S TIME!!! 🤘🎸🕛🎄 #SoldeJaneiroPartner https://t.co/b8JwD3J46V
— Mariah Carey (@MariahCarey) November 1, 2026
The Gucci collaboration arrives just as Carey has officially started her annual Christmas activities. On November 1, the singer released her latest installment of the traditional “It’s Time” video, marking the transition from Halloween to the holiday season.
This year’s video begins with a reference to her little-known alternative rock project “Chick” before transforming into a Christmas spectacle featuring her signature holiday hit. The annual release has become another recognizable part of Carey’s seasonal presence, giving fans a familiar signal that Christmas is approaching.
The singer is also preparing for her 2026 Christmastime tour, which begins November 27 in Birmingham, England. She is scheduled to perform at London’s O2 Arena on November 30, followed by a December 2 show at Manchester’s Co-op Live. The tour will also include a performance in Malta on December 8.
Between her upcoming performances and her latest fashion campaign, Carey is once again making her presence felt across the holiday season. This time, Gucci is getting a front-row seat to the festivities. The full collection is available on Gucci’s website.
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Featured image: Gucci
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