The Christmas spot is directed by "Spring Breakers" helmer Harmony Korine. If you purchase an independently reviewed product or service through a link on our website, Variety may receive an affiliate commission. Mariah Carey is officially back on Christmas duty, and this year she’s bringing Gucci along for the festivities.
The luxury fashion house has tapped the self-proclaimed Queen of Christmas to star in its 2026 holiday campaign, directed by filmmaker Harmony Korine and set to Carey’s perennial holiday hit, “All I Want for Christmas Is You.” The new campaign film unfolds inside a lavish hotel, where staff members are busy preparing for the pop star’s arrival. Elaborate decorations and over-the-top holiday preparations set the stage for Carey, who appears wearing pieces from Gucci’s new Butterfly special collection, a nod to the singer’s longtime affinity for the winged insect and her 1997 album of the same name. The collaboration brings together two of Carey’s most recognizable signatures: her extravagant personal style and her decades-long reign over the holiday season.
The latter has become a particularly lucrative part of the singer’s career, with her 1994 single “All I Want for Christmas Is You” returning to the top of the charts nearly every December, more than three decades after its release. Korine, meanwhile, is an unconventional choice for a traditional holiday advertisement. The filmmaker, best known for directing “Spring Breakers,” “Gummo” and “The Beach Bum,” has an established relationship with Gucci, having previously collaborated with the fashion house on the 2019 project “Duck Rock.” Alongside the film, Gucci has released a series of holiday campaign images showcasing its seasonal gift selection, including shimmering versions of the Starlet, Gucci duffle and GG Marmont bags, as well as the suede Paparazzo bag.
The collection also features GG Monogram boots, Horsebit loafers, Ace sneakers, Vittoria pumps and winter accessories including hats and scarves. The campaign arrives just as Carey has kicked off her annual holiday takeover. On Nov. 1, the singer released her latest “It’s Time” video, an annual tradition marking the transition from Halloween to Christmas.
This year’s installment begins with a nod to her little-known 1990s alternative rock project Chick before transforming into a Christmas spectacle set to her signature holiday song. Carey is also preparing to take her holiday celebrations overseas with her 2026 “Christmastime” tour, which kicks off Nov. 27 in Birmingham, England, followed by performances at London’s O2 Arena on Nov. 30 and Manchester’s Co-op Live on Dec. 2. A show in Malta is scheduled for Dec. 8.
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