The Gucci Mariah Carey Christmas campaign is here, and it landed a day after her annual "It's Time" video. Carey stars in a film by Harmony Korine, set to "All I Want for Christmas Is You." Here's what it is, how the plot goes, and where to watch it.
What the Gucci and Mariah Carey Christmas Campaign Is
Mariah Carey stars in Gucci's 2026 holiday campaign, a film directed by Harmony Korine. It's set in a lavish hotel where staff rush to decorate before she arrives, and it's soundtracked by her 1994 hit "All I Want for Christmas Is You."
The song is the reason the campaign feels so familiar. It's the one Carey fans play every December.
Plot of the Hotel Film: Staff Rush Before Carey Arrives
The film opens in a lavish hotel. Staff scramble to decorate before Carey shows up.
Once she arrives, she heads to a holiday party. That's the whole setup, and it's easy to follow even with the sound off.
Where Gucci Posted the Commercial
Gucci posted the commercial on its Instagram. That's the place to watch it.
Gucci's Instagram reel of the Mariah Carey holiday commercial.
Want the song while you watch? Open the VibeSynced visualizer and play it alongside.
Harmony Korine as Director
Harmony Korine directed the campaign film. That's the detail most outfit and shopping coverage skips.
It means this is a short film as much as a fashion ad. Carey is the star, and the hotel is the stage.
Butterfly Collection Pieces and the 1997 Album Nod
Carey wears pieces from Gucci's Butterfly special collection. The name is a nod to her 1997 album Butterfly.
It's a small detail, but it ties the clothes to her music. Fans of that album will spot it right away.
How the Ad Followed Carey's It's Time Video
Carey posted her annual Christmas video on Sunday, November 1, 2026. The caption read "IT'S TIME!!!!"
The Gucci commercial followed a day later.
The first half of the "It's Time" video is a surprise. Carey performs "Hermit" in a punk look in a New York dive bar.
That's a nod to her shelved grunge album, Someone's Ugly Daughter. Asked about it in a Reddit AMA, she wrote: "my answer is…#notyet (this is a hint!)"
No release has been announced. Any guess about a release date is just that, a guess. (More: what we know about Rihanna's unreleased R9 songs.)
Listen to Mariah Carey on VibeSynced
Carey's holiday sound is big, bright, and made for glowing visuals. Tap one to jump straight into the app with that particle already running.
Best match
Animal
Particles that morph into a butterfly, a nod to the Butterfly looks and her 1997 album.
Play in VIBESYNCEDOr try
Gucci Mariah Carey Christmas FAQ
Who directed the Gucci Mariah Carey Christmas commercial?
Harmony Korine directed it.
Which Mariah Carey song is in the Gucci ad?
The ad uses her 1994 hit "All I Want for Christmas Is You."
Where can I watch the Gucci Christmas campaign?
Gucci posted the commercial on its Instagram. Look for the reel on Gucci's page.
Is Mariah Carey in the Gucci campaign for 2026?
Yes, she stars in it. She wears pieces from Gucci's Butterfly special collection.
- ◉Live visualizers
- ♪Synced lyrics
- ⚡︎No download
