Gucci's Fresh Vision Under Sabato De Sarno
Celebrating Italian minimalism.
Gucci's Spring Summer 2024 campaign, "Ancora," marks a significant departure from Alessandro Michele's maximalist vision, ushering in a fresh perspective under the creative leadership of newly appointed Creative Director Sabato De Sarno.
The campaign, entitled "An Ode to Photography," captures the essence of minimalist Italian style, portraying a timeless elegance that resonates with the vibrant future of fashion.
In collaboration with renowned photographer David Sims, De Sarno weaves an unexpected visual narrative that subtly yet strikingly aligns with the brand's new direction.
In De Sarno's words, "The girls with their attitude, David's light, my new Gucci" encapsulates the essence of the campaign, emphasizing the synergy between minimalist craftsmanship and a forward-looking vision for the luxury brand.
The shift towards quiet luxury and minimalist elegance is evident through an iconic deep red and clear yet striking design, reflecting this generation's inclination towards a refined and understated fashion statement.
As a homage to fashion photography, "Ancora" intentionally breaks away from the previous Gucci aesthetic, inviting viewers to experience the emotion inspired by fashion when worn and interpreted with a personal attitude.
The campaign introduces the new faces – Fadia, Ana, Jiahul, Nyajuok, and Violet alongside Prince Diamond, Arthur Hargous, and Ana Rossolovich– styled by Alastair McKimm and under the artistic direction of Ricardo Zanola.
This selection of models, reminiscent of Peter Lindbergh's iconic 1991 supermodel shoot "The Wild Ones," embodies the brand's updated and diverse vision.
"An Ode to Photography" signifies a stylistic evolution for Gucci but also marks a new chapter for the fashion house under Sabato De Sarno.
With a keen awareness of the current economic and social climate, Gucci aligns itself with contemporary aesthetics, entering a different era while acknowledging the undertones and minimalistic aesthetic reformations brought forth by new generations.
This shift reflects the brand's commitment to staying in tune with the desires of the evolving consumer landscape and its position among fashion giants embracing change and inclusivity.
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