Gucci presents the Fall-Winter 2024 women’s campaign by Creative Director Sabato De Sarno. The abstract spaces of the Ancora campaigns now give away to a more intimate setting where every element works in enhancing the conversation between personalities and clothes. Everything has to do with the gestures, looks and expressions of the protagonists.
In the softly lit spaces of the Fall Winter 2024 women’s campaign, the personalities of Loli, Alaato and Jiahui, find ample space to breathe. Each of them brings something of herself to the looks, enhancing De Sarno’s vision for the women’s wardrobe, in continuous dialogue with real life, in search of freedom of interpretation, beyond all constraints.
The Fall Winter 2024 collection presents a landscape of harmonious contrasts. Rich wool coats are juxtaposed with slip dresses adorned with delicate embroidery, merging sensuality with strength and defying conventional notions of femininity. Soft, earthy tones are highlighted by unexpected bursts of color as each look plays with proportions and clean-cut silhouettes.
Accessories continue to explore the House’s heritage inspired narrative recalling the atmosphere in the era of its origins. Taking center stage in the campaign is the new Gucci B bag. With a relaxed and oversized silhouette and medium-length shoulder strap with double snap hook hardware, this style evokes the aesthetic of a series of archival predecessors, first seen in an artisan’s notebook from as early as the mid-1950s. The Gucci B draws from the atmosphere of its mid-century origins and the decades that followed, when free thinking and free-flowing creativity forged incredible artists from various disciplines, some of whom were captured wearing previous versions of the bag.
Also featured in the campaign is the GG Milano. The new top handle handbag by Creative Director Sabato De Sarno which debuted at the Fall Winter 2024 fashion pays tribute to the vibrant city that has inspired it. In the same way that the style marks a new chapter, it is also a personal reflection on the new chapter in Sabato’s life, his arrival in Milan. The city is a source of everlasting inspiration for the Creative Director and continues to inspire his narrative for the House. Adding depth to this homage, the GG Milano bag celebrates Milan for its art, fashion and design, each stitch infused with the essence of the city’s creative energy.
The timeless Gucci Jackie in new color iterations continues to explore the House’s heritage-inspired narrative, while the half-moon bag grounds the Creative Director’s contemporary vision of day-to-night elegance.
CREDITS
Creative Director: Sabato De Sarno
Artistic Director: Riccardo Zanola
Director: Marie Schuller
Photographer: David Sims
Stylist: Alastair McKimm
Make Up: Lucia Pieroni
Hair: Duffy
