Mariah Carey has opened the holiday season with a starring role in a Gucci campaign.
The “All I Want for Christmas Is You” singer, 57, appears in a short film directed by Harmony Korine, the filmmaker behind “Spring Breakers,” as the luxury house rolls out its festive push. Carey has been a fixture at Gucci since creative director Demna’s debut collection arrived in September 2025.
The video opens with a close-up of Gucci logo stiletto boots priced at $2,300 stepping from a black car, followed by the sweep of a fur coat from the cruise 2027 collection. Carey sat front row for that not-yet-in-stores line.
Inside a hotel, staff rush to prepare a Christmas party in her honor. Porters haul stacks of presents, string tinsel and decorate the tree while guests tuck gifts beneath its branches and light candles.
By the time Carey steps from the elevator, the celebration is already underway.
She makes her entrance in a butterfly-printed dress retailing for $4,600, paired with a crystal-studded double-G logo choker at $2,400, frameless sunglasses with crystal details at $1,295, and a purple Gucci Aperitivo shoulder bag priced at $3,550. The winged print belongs to Gucci’s new Butterfly special collection, inspired by the iridescent shimmer of butterfly wings.
Carey has long claimed the motif as her own. She named her 1997 album “Butterfly” and has maintained it as a signature, including through her cherished Van Cleef & Arpels ring.
Later in the bash, she reappears in a champagne-colored asymmetrical dress covered in glittering crystals, priced at $19,500. The two looks together exceed $50,000 in value.
After mingling among Gucci-clad guests, Carey turns to the camera to deliver the closing line.
“All I want for Christmas is you.”
The campaign lands as Carey, widely known as the Queen of Christmas, kicks her yearly seasonal dominance into gear. She dropped her annual “It’s Time” video on Nov. 1, signaling the unofficial start of her Christmas reign.
Her Christmastime tour heads overseas this month with stops in Brazil and England before concluding in Malta on Dec. 8.
Carey’s relationship with the house deepened last December when she stepped out in Aspen wearing Demna’s $48,000 tiger-print shearling coat over the label’s $5,000 GG crystal-embroidered leggings. That appearance came just months before she became a regular presence at the brand’s shows and events.
The Korine-directed film represents a convergence of Carey’s commercial and cultural influence, pairing her established holiday brand with a director known for stylized, sometimes transgressive imagery. The result frames her arrival as an event demanding elaborate preparation and maximum glamour.
Carey’s seasonal campaign continues her decades-long association with Christmas that has made “All I Want for Christmas Is You” an annual chart-topper and her persona synonymous with the holiday.
Her Christmastime tour wraps in Malta on Dec. 8.