What happened in this Culture story?

Mariah Carey has made her first holiday appearance of 2026 with Gucci, starring in the fashion house’s new seasonal video as it showcases a collaboration collection inspired by her 1997 Butterfly album.

What is a key fact in this story? (1)

**Gucci**’s new holiday video, directed by Harmony Korine, follows hotel workers and guests preparing a party for Mariah Carey amid decorated Christmas trees, strings of lights and lit candles.

What is a key fact in this story? (2)

**Mariah Carey** stars in the campaign and models the Butterfly collection, designed with Gucci; it includes jackets, dresses, T-shirts, shoes and jewelry, many pieces featuring a custom Gucci butterfly print with crystals.

Mariah Carey Fronts Gucci’s Butterfly Holiday Campaign — SkimNews

By Rolling Stone · Summarized & edited by Kapil Samant · 2026-11-02

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Gucci’s new holiday video, directed by Harmony Korine, follows hotel workers and guests preparing a party for Mariah Carey amid decorated Christmas trees, strings of lights and lit candles.
Mariah Carey stars in the campaign and models the Butterfly collection, designed with Gucci; it includes jackets, dresses, T-shirts, shoes and jewelry, many pieces featuring a custom Gucci butterfly print with crystals.
GG Marmont Crystal Pendant Necklace is a limited-edition piece combining a crystal GG charm and a crystal butterfly charm on a palladium-toned chain.
It’s Time officially kicked off Carey’s holiday season on Sunday in collaboration with Sol de Janeiro and had amassed more than 4.5 million YouTube views.
All I Want for Christmas Is You re-entered Spotify’s charts at No. 37 with more than 1.8 million streams on Nov. 1.
Ella Langley’s “Choosin’ Texas” replaced “All I Want for Christmas Is You” as the biggest hit in Hot 100 history after 25 weeks; Carey’s song had previously spent a cumulative 22 weeks at No. 1.

Why it matters: For Gucci, the campaign pairs its seasonal merchandise with a singer whose holiday content is already drawing measurable attention: “It’s Time” passed 4.5 million YouTube views, and “All I Want for Christmas Is You” received more than 1.8 million Spotify streams on Nov. 1. The Butterfly line and limited crystal pendant thus receive exposure alongside Carey’s broader seasonal release cycle.