In a captivating exhibition of sartorial elegance, Gucci reveals its latest campaign, a testament to the refined and human-centric design philosophy of Sabato De Sarno. Since his inaugural womenswear line as Gucci’s creative director last September, De Sarno has gracefully sidestepped a radical rebrand, choosing instead to delve into the rich mosaic of the brand’s heritage. His vision is one of continuity and introspection, threading together the brand’s multifaceted past with motifs of provocation, androgyny, sophistication, and an unmistakable Italian allure.
Gucci Spring/Summer 2024 Campaign
Today marks the unveiling of Gucci’s Spring/Summer 2024 campaign, titled “Ancora,” echoing the name of De Sarno’s debut show. The campaign is painted with a distinct burgundy-red, now the signature hue under De Sarno’s direction. Esteemed photographer David Sims, De Sarno’s first creative ally in fashion, collaborates to narrate this story of “joy of life,” as described by the creative director himself. The campaign, following the S/S24 collection reveal, speaks of passion, humanity, and the essence of real life.
The campaign introduces five fresh faces: Ana Ross, Fadia Ghaab, Jiahui Zhang, Nyajuok Gatdet, and Violet Hume — the daughter of Kirsty Hume, an iconic model from Tom Ford’s revolutionary 1990s Gucci era. The imagery, ranging from unified group shots to intimate, minimalist portraits, encapsulates the indulgent and hedonistic spirit historically embraced by Gucci.
This narrative isn’t just a continuation but a harmonious blend of past and present. The precision of the campaign aligns with a wider evolution in womenswear, where the cherished ideals of sensuality and elegance are reimagined for a new, diverse generation of fashion enthusiasts. This unveiling is a precursor to De Sarno’s anticipated vision for Gucci menswear, set to premiere at Milan Men’s Fashion Week on January 12.
GUCCI x SABATO DE SARNO
As Gucci turns the page to a new chapter under De Sarno’s stewardship, the Spring/Summer 2024 campaign stands as a testament to the enduring legacy and evolving narrative of this iconic fashion house. The fusion of historical reverence and forward-looking innovation promises an exciting trajectory for the brand and its devoted followers.
Cody is the Editor in Chief and senior contributor at liminul.
He is a photography aficionado, fashion enthusiast, avid Lana Del Rey fan, and lover of all things aesthetically pleasing.