IT'S TIME
Watch Hotel Workers Prep for Mariah Carey’s Arrival As Part of New Gucci Holiday Campaign
Directed by Harmony Korine, the campaign also helps to unveil Carey's new 'Butterfly' collection with the Italian fashion house
By Tim Chan
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November 2, 2026
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Mariah Carey season is officially underway as the Queen of Christmas makes her first holiday appearance of 2026 with a new Gucci campaign.
SHOP MARIAH CAREY GUCCI CAMPAIGN
The “All I Want for Christmas Is You” singer stars in Gucci’s new holiday video, showing off her new “Butterfly” collection, inspired by her 1997 album of the same name, and designed in collaboration with the Italian fashion house. Directed by Harmony Korine, the clip finds hotel workers and guests scurrying about as they prepare a party in Carey’s honor. Christmas trees are dressed, lights are strung, and candles are lit, just in time for the singer’s arrival (to the sounds of “All I Want for Christmas,” natch).
Gucci says the campaign celebrates “[Carey’s] role as a cultural icon and a fixture of the holiday season,” while capturing the “festive excitement of one of the most anticipated moments of the year.”
Of course there are plenty of presents to go around too, with the campaign showing off the Italian fashion house’s collection of luxe handbags, shoes, and accessories for the season, all “offering inspiration for celebrations, winter escapes, and the many moments shared during the holidays,” per a release.
Carey’s Butterfly collection, meantime, includes jackets, dresses, T-shirts, shoes, and jewelry, many of which feature a custom Gucci butterfly print with crystals.
BUTTERFLY PRINT
Gucci Printed Viscose Top
$3,750
This sequined jersey top features the butterfly print against a lightweight viscose material. Gucci says the glittery piece “illuminates the holidays,” making it a festive piece to throw on for Christmas parties and New Year’s Eve gatherings alike.
Gucci
LUXURY GIFT IDEA
Gucci Gossip Crystal Small Shoulder Bag
$2,300
This bag features Gucci’s iconic GG canvas monogram with crystal embellishments throughout. The bag comes with a chain strap and a leather strap, along with leather trim in Carey’s signature lavender colorway.
MARIAH CAREY-INSPIRED
GG Marmont Crystal Pendant Necklace
$730
Carey fans and fashion fans alike will also want to pick up this limited-edition pendant necklace, which features a crystal-embellished GG charm, along with a crystal butterfly charm, both set on a palladium-toned chain.
Butterflies, of course, have long been associated with the singer, ever since she released her autobiographical song and album of the same name.
Carey officially kicked off the holiday season on Sunday, with her annual “It’s Time” video, marking the transition from Halloween to Christmas. This year’s video, created in collaboration with beauty brand Sol de Janeiro, has already amassed more than 4.5 million views and counting on YouTube.
Carey is also picking up streams online for her seasonal hit: according to Spotify, “All I Want for Christmas Is You” re-entered the charts at no. 37, with more than 1.8 million streams on Nov. 1.
The Queen of Christmas will also be looking to reclaim her throne at the top of the Billboard Hot 100, after Ella Langley’s “Choosin’ Texas” replaced “All I Want for Christmas Is You” as the biggest hit in Hot 100 history, with 25 weeks and counting. Carey’s song had spent a cumulative 22 weeks at the top of the charts.
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