Trending PR Campaigns
Mariah Carey’s Gucci Christmas Takeover
Gucci cast Mariah Carey in a holiday campaign film directed by Harmony Korine and set to “All I Want for Christmas Is You”. The hook is a meeting of two Christmas icons: Carey arrives at a lavish hotel in Gucci’s Butterfly collection, with the unexpected choice of Korine adding a more offbeat edge to the seasonal ad.
Why it worked: It hijacked the seasonal news cycle by pairing the definitive Christmas anthem with a provocative auteur—an unexpected creative clash journalists can’t resist.
The lesson: Consider fusing a cultural evergreen with an unlikely collaborator and timed drop; pitch the friction point as your headline hook.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| variety.com | Mariah Carey Dons Fur and Shades in Gucci’s ‘All I Want for Christmas Is You’ Holiday Campaign | Monday 2nd November, 2026 |
| wwd.com | Mariah Carey Checks In for Christmas in Gucci's 2026 Holiday Campaign | Monday 2nd November, 2026 |
| fashionnetwork.com | Gucci names Mariah Carey as the face of its Christmas campaign - FashionNetwork USA | Tuesday 3rd November, 2026 |
| complex.com | Mariah Carey Defrosts in Gucci Faux Fur and Shades for New Christmas Campaign | Tuesday 3rd November, 2026 |
| aeworld.com | Gucci Unveils Festive Holiday Campaign Starring Mariah Carey - A&E Magazine | Tuesday 3rd November, 2026 |
| wwd.com | Mariah Carey Gets Serenaded in Style at Gucci’s Holiday Campaign Celebration | Tuesday 3rd November, 2026 |
| fashiongonerogue.com | Mariah Carey Shines in Gucci’s Holiday 2026 Campaign | Thursday 5th November, 2026 |
| vmagazine.com | A Very Gucci Christmas, Starring Mariah Carey - V Magazine | Friday 6th November, 2026 |