Mariah Carey Stars in Gucci’s 2026 Holiday Campaign Directed by Harmony Korine

Mariah Carey, the undisputed Queen of Christmas, is fronting Gucci’s 2026 holiday campaign, directed by acclaimed filmmaker Harmony Korine. The campaign is set to Carey’s iconic track “All I Want for Christmas Is You,” blending high fashion with festive nostalgia. This collaboration marks a significant cultural moment, uniting a global music legend with one of luxury’s most influential houses. The choice of Korine—known for his avant-garde storytelling—signals a bold, cinematic approach to holiday advertising. For Gucci, aligning with Carey’s seasonal ubiquity ensures massive brand visibility during the most competitive retail period. For Carey, it reinforces her reign over the holiday season and expands her empire into luxury fashion. The campaign is expected to roll out across digital and social platforms, driving engagement and holiday sales. This partnership underscores how music and fashion continue to merge in modern marketing, creating a powerful emotional connection with audiences worldwide.