Gucci S/S 2024 by David Sims

[GivenchyHomme]

Ana Rossolovich, Fadia Ghaab, Jiahui Zhang, Nyajuok Gatdet, and Violet Hume

MILAN — A roster of marquee ambassadors and celebrities or a group of new faces? Gucci can rely on both.

After unveiling campaigns for specific product categories with the likes of Billie Eilish, Paul Mescal, Xiao Zhan, Kendall Jenner and Bad Bunny, and most recently, with Ni Ni and Chang Chen, the Florentine house unveiled the campaign for Gucci Ancora, the debut collection of creative director Sabato De Sarno.

For the occasion, the designer opted for some of the fresh faces who exclusively walked his first show for the brand last September during Milan Fashion Week. Rather than leverage talents’ popularity and social media influence to generate buzz, De Sarno decided to put product first and continued his mission to chart a new course with five new names, who combined have only about 21,000 followers on Instagram.

Ana Rossolovich, who opened De Sarno’s first show; Fadia Ghaab; Jiahui Zhang; Nyajuok Gatdet, and Violet Hume posed in front of the camera of David Sims in a group or alone, wearing key looks of the Gucci spring 2024 collection. The images evoke fashioncampaigns from the ‘90s, a pivotal and formative decade for De Sarno, forging his fashion vision and influencing the current aesthetic he’s bringing to the brand.

“Sensuality conceived as an attitude of beauty, freedom and confidence becomes the overarching theme of a collection that extends a personal invitation to every woman — a call to live exactly in their own unique way, to revel in the distinct emotion that only fashion can inspire: ancora,” the company said in a statement.

The Italian term, which translates as “again” in English, has become a mantra for De Sarno over the past six months, appearing on billboards and extending to different projects of the house.

“Ancora is a word that you use when your desire is not over yet, whether it’s a kiss or an embrace, or making love; it’s as if you own something and you want more of it,” De Sarno told WWD at the time of his debut, adding that he wanted to “fall in love with fashion all over again.”

He expressed this desire by celebrating heritage elements of Gucci and incorporating them in his pared-back vision and clean and leggy silhouettes. The campaign spotlights the tailored coats, super-short shorts, logo hoodies, body-skimming tanks and knit sets he paraded at the show, as well as embossed pencil skirts, pumps and the iconic Jackie bag rendered in the Rosso Ancora burgundy hue that is becoming a signature.

The Italian term was also reprised to mark De Sarno’s first Ancora Notte eveningwear and menswear line, unveiled at the Gucci-sponsored LACMA Art + Film Gala in November. In addition to a long list of Hollywood stars, talents in the campaign attended the event wearing eveningwear pieces designed by De Sarno, flanked by colleagues including Mariacarla Boscono and Vittoria Ceretti.

The gala marked a return to Los Angeles for De Sarno, who set his first advertising campaign for Gucci at the Chateau Marmont hotel, already tapping Sims to photograph Daria Werbowy in a black bikini bottom and statement Marina Chain gold jewelry.

WWD

 

[FAdS]

No

 

[GERGIN]

It’s a lifeless campaign from the backdrop to the group chemistry of the models.

Super disappointing after such a promising start with the Daria Werbowy campaign.

 

[grimm]

Looks like the new campaign for Westfield! This is woeful.
It’s clearly an attempt to reference the Fall 2004 Gucci ad but fails miserably to deliver anything

 

[tatouejeremie]

a logo hoodie in an ad in 2024? must be a dire situation at gucci

 

[MModa]

I think that this will be a good ad campaign in print. I like the clothes and concept. The images look a lot better on the brand's instagram account.

 

[TunHakii]

 

[GivenchyAddict]

The models have no energy, the clothes are bland, the setting is non existent and the photography is lazy.

*Big tired sigh*

 

[NicholasII]

Top model level modeling.

 

[Marc10]

Boy, he's really not helping himself, is he? This collection desperately needed a strong, dynamic campaign with a star model to help elevate the clothes and create some sort of fantasy and desire. A white backdrop with bland newfaces was literally the worst way to go. Terrible.

PS: I thought the campaign was going to be whatever they were shooting with Miley Cyrus in LA, at least it would've been noteworthy. I guess it will be for a fragrance?

 

[lookatme]

Abysmal.

I loathe everything Sabato does. He’s completely clueless.

 

[fenty]

WHERE ARE THE REAL MODELS?!!!

 

[Ninocka98]

Season after season I realized how I miss Russell Marsh castings

 

[Yasouss]

“Let’s elevate these bland basic clothes with a plain white box and a background” this is really bland. A dynamic set of models would’ve done wonders here but we are stuck with this .

 

[susseinmcswanny]

I wonder with this new Gucci like what is the essence they're trying to capture? Not visually stunning enough to be an aesthetic bimbo or have someone wonder how they live their life. Not sexy enough to be that seductive or intimidating. Not edgy enough to the point it looks like none of these people even listen to music. It's just straight up wake up, no thoughts, go to erewhon to get a 20 dollar smoothie, go home, look at instagram and tiktok all day, then struggle to fall asleep. Come on man somebody over there needs a good slap in the face from Cher.

 

[susseinmcswanny]

Also honestly wtf does Ancora mean

 

[LadyJunon]

Also honestly wtf does Ancora mean

It means "again". It's supposed to represent the minimalist reboot under Sabato.

 

[vogue28]

More from the campaign:

 

[tigerrouge]

Back when brands were selling luxury, the return of simplicity for a season or two was a genuine refresh of the "story", but companies were still keen to convince people they'd be paying money for an elevated experience, even if a season had some gimmicky products for the sake of media attention.

This, it's not even a refresh, it's just one more boring Tetris block coming down the screen to join the general fashion landscape of low-effort advertising and ever-diminishing quality.

 

[GoldenPetals]

It's very "Go girl give us NOTHING!"

Zero energy. Zero luxury. Zero desirability.