The Gucci holiday campaign, released November 2, 2026, stars Mariah Carey in a film directed by Harmony Korine. It pairs her 1994 Christmas hit with a Butterfly special collection that references her 1997 album. The campaign also brought Carey to a Gucci event in New York, adding a public appearance to the release.
Key Takeaways
- Gucci released its 2026 Gucci Gift campaign featuring Mariah Carey on November 2
- Harmony Korine directed the hotel-set video, accompanied by “All I Want for Christmas Is You”
- The Butterfly special collection references Carey’s 1997 album and launched online first
- Carey attended a New York Gucci event on November 2 and discussed holiday traditions with Vogue
Mariah Carey brings two chapters of her recording career into Gucci’s 2026 holiday release. Her Christmas song accompanies a staged hotel arrival, while the Butterfly special collection references the album she released three years after the holiday hit. Gucci introduced the campaign on November 2, following Carey’s November 1 “It’s Time” video.
The campaign, called Gucci Gift, includes a short film directed by Harmony Korine and separate photographs of the label’s seasonal gift selection. Together, the film and collection connect Carey’s established Christmas association with imagery from another period of her recording career.
Gucci Holiday Campaign Puts Carey’s Arrival at the Center
Korine’s film takes place at a hotel decorated for Christmas. Staff move through the property preparing decorations, arranging presents and readying a gathering before Carey appears. The sequence puts the preparations ahead of the celebrity entrance, with the singer’s arrival bringing the setting and the soundtrack together.
Carey appears wearing Gucci pieces, including looks associated with the Butterfly special collection. The song “All I Want for Christmas Is You” supplies the musical accompaniment. Rather than using an interview or a behind-the-scenes format, the film presents a staged holiday gathering and uses Gucci’s products as part of its wardrobe and setting.
Korine directed “Spring Breakers” and “Gummo” and has previously worked with Gucci. Unlike the feature productions described in fashion houses and Hollywood, this is a short advertising film tied to a seasonal product range.
Gucci’s accompanying photographs feature its wider seasonal selection. The company has identified Starlet and GG Marmont bags, the suede Paparazzo bag, Horsebit loafers, Ace sneakers, boots, pumps and winter accessories. Those products are part of the broader holiday offering and are not all items from Carey’s Butterfly collection.
In a Vogue interview published November 3, Carey said a scene involving a dog was among her favorite moments from the shoot.
The Butterfly Collection Connects Gucci to Carey’s 1997 Album
The Butterfly special collection is a direct reference to Carey’s 1997 album of the same name. Gucci describes the butterfly as her signature motif and says the designs draw on the iridescent appearance of butterfly wings. The connection is visible in prints and embellishments, linking the pieces to an element of Carey’s image outside the Christmas season.
The company’s U.S. website lists embroidered cotton-canvas clothing, printed dresses, jewelry, handbags, pumps and sunglasses within the collection. Among its November listings are a GG Marmont crystal pendant necklace priced at $730 and an embroidered asymmetrical dress priced at $19,500. The page describes the collection as an online prelaunch, without specifying a general store-release date.
Gucci distinguishes the Butterfly capsule from the larger gift selection, which includes handbags, footwear and accessories without the singer’s signature motif. That makes the 1997 album reference a specific part of the release rather than a description of every product shown in the campaign.
The Christmas reference comes from a different point in Carey’s discography. “All I Want for Christmas Is You” appeared in 1994, three years before “Butterfly” was released. According to Billboard’s November coverage, the song had accumulated 22 weeks at No. 1 on the Hot 100, with its chart history extending far beyond its original release year.
Carey also addressed the song’s history in her November 3 Vogue interview, saying, “I wasn’t trying to write the biggest holiday song [ever].” The remark provides context for a recording that remains central to her seasonal appearances. In the Gucci video, the existing song serves as the soundtrack, not as an announcement of new music.
New York Celebration Follows Carey’s Annual Christmas Video
The Gucci rollout continued in New York on November 2, when Carey attended a private event at one of the label’s stores. Vogue reported that a choir performed her Christmas songs and that she handed Gucci gifts to attendees. The gathering took place on the same day the campaign was introduced, connecting its filmed celebration with an appearance by the singer.
Carey already had a connection to another Gucci event in the city. She attended the brand’s Cruise 2027 show in Times Square in May, where Tom Brady’s Gucci runway appearance was one of several celebrity moments. Cindy Crawford and Paris Hilton also walked in the presentation. The runway event was separate from the new holiday film.
During her Vogue conversation, Carey described family Christmas routines that differ from the carefully staged party in the video. She said gifts are opened around mid-afternoon because she does not enjoy early mornings. She also described an annual visit with Santa, a sleigh ride and hot chocolate with her children.
Carey said she makes linguine with white clam sauce based on a dish her father prepared and also cooks a red sauce around Christmas Eve. Asked about her own holiday clothing preferences, she mentioned comfortable Gucci boots and a sleek black dress. She said she generally prefers attending someone else’s party to hosting one herself.
The timing also followed Carey’s separate social-media announcement. On November 1, she published her latest “It’s Time” video, moving from an alternative-rock scene associated with her project Chick into Christmas imagery. The Gucci holiday campaign arrived the following day with a different setting, a staged hotel gathering, and the Butterfly collection.
Frequently Asked Questions
When did Gucci release its campaign with Mariah Carey?
The Gucci holiday campaign featuring Mariah Carey launched November 2, 2026. The release included a film directed by Harmony Korine and imagery from the brand’s seasonal gift selection.
Why does the Gucci collection reference Butterfly?
The Butterfly special collection refers to Carey’s 1997 album, “Butterfly,” and a motif long associated with the singer. Gucci says the designs take inspiration from the appearance of butterfly wings.
Which Mariah Carey song appears in the Gucci film?
The campaign uses “All I Want for Christmas Is You,” the singer’s 1994 holiday recording. The music accompanies a hotel gathering staged around her arrival.
Did Mariah Carey attend a Gucci event in New York?
Carey attended a private Gucci event in New York City on November 2, the day of the campaign launch. Vogue reported that a choir performed her Christmas songs and that she distributed gifts to attendees.
