Sabato De Sarno - Designer, Creative Director of Gucci

[FashionPower]

I highly disagree. The marketing from Gucci has been disastrous - from the bad bunny / kendall ad to the lack of focus on handbag campaigns, to the flip flop from Daria to the basic white Zara-ad backgrounds… are you saying the marketing was great and it’s solely a poor product that caused Ancora to crash?

Blame artistic director Riccardo Zanola for that, literally the blandest and most basic gay working in high fashion.
Sabato's offering is not the best to begin with, but paired with that non existent artistic direction...recipe for disaster.
The Kendall and Bad Bunny ad with them flying commercial is literally the worst concept one could have ever conceived.

 

[sunnysideup]

Blame artistic director Riccardo Zanola for that, literally the blandest and most basic gay working in high fashion.
Sabato's offering is not the best to begin with, but paired with that non existent artistic direction...recipe for disaster.
The Kendall and Bad Bunny ad with them flying commercial is literally the worst concept one could have ever conceived.

They went out the gate with BB and KJ, which turned out to be an early colossal blunder. After that, there were ads featuring “the pool” with a bunch of products in the water, followed by Zara and Express-style photography. All of it made me want to actively avoid Gucci.

The new Blondie campaign is an improvement, but it's still not great.

Additionally, when they introduced the Ancora focus with SDS, it came across as arrogant, prompting me to mute the brand's messaging—“love Gucci again” and “fall in love with Gucci again.” Um, hello? I already love Gucci and have purchased quite a bit of AM-designed pieces. That arrogance felt short-sighted and offensive to loyal customers. On top of that, SDS can’t seem to do an interview without sounding pompous and insufferable.

I don’t like it when executives and designers talk too much. Just let the product speak for itself. I understand that the business needs to comment on earnings, but aside from that, I prefer them to remain silent. If designers or company representatives are going to speak, I want their comments to be humble, positive, and appreciative of their clients, employees, and other stakeholders. That's it, plain and simple.

The only one who could get away with controversial statements was Karl Lagerfeld, and even in those cases, I mostly agreed with him. Even when I didn’t agree, I could never deny that he had a strong point of view.

 

[yslforever]

Imho the Valigiera campaign with Bad Bunny was bad but not the worst: the price point of those luggage isn’t entry level so the campaign was targeting higher revenues (and failed miserably)
The Lido campaign was much more damaging for the brand image, it was just a $350 monogrammed cap sticking out of water, the kind one can find at $15 on a market and on every other Uber deliverers’ heads. It’s so ghetto.
That’s when I realized their «brand elevation » was just talk and they had no intention to try.

 

[Phuel]

^^^This Gucci era is so marketing-by-numbers blandingly instaforgettable in every output, I genuinely have no memory of these campaigns everyone is speaking of: I do remember the shot of Daria self-comforting by a pool, but other than that, nothing.

Never cared for Alessandro’s wallflower dorks playing dressup, knocking off thrifstore and Dapper Dan finds either. But those campaigns were constantly solid as a rock from the beginning to the end of his era. Such an invaluable education in the power of branding. It’s stunningly ignorant and tragically hilarious why the Gucci empire can’t learn from what is right in front of them— or simply apply common sense that any design/marketing student would clearly see. How this multi-billion dollar corporation had no worldbuilidng groundwork prepared can only be down to not giving a fcuk. As reliably mediocre as Sabato is, he can’t be entirely blamed for the pathetic nothingness that's current-era Gucci presence.

What’s so blatantly revealing of this weakness for this Gucci era is the glaring lack of identity, personality and attitude. Alessandro’s logo-heavy leftovers are still carrying the brand at retail— now mixed with some knockoff-looking, watered-down revisions of Tom’s monogrammed archival scatterings. While Sabato’s tepid contributions are relegated to some measly, dated platform loafers and platform boots. Besides the celebs that are paid to wear Sabato’s Gucci, the casual fashion fan is still all over Alessandro’s Gucci at the shops.

 

[Monsieur Cristobal]

The most memorable moment so far was Daria in the swimming-pool with the jewels.
Dummy me, I thought they were preparing a very strong high jewellry collection (Kering owns Boucheron, which is wonderful, they could have had a little bit of help from that side).

It is weird what you say about Alessandro items still being in stores...
When Demna took over Balenciaga, before his first fashion show, there was a precollection done by the studio, with Stella Tennant in the lookbook, pretty cool.
Well, when that precollection hit the stores EVERY SINGLE PIECE by Alexander Wang was retired. As if he didn't exist.

Either they consider this seasons a transition time, or the chaos is really deep.

Sometimes it feels as if they parted ways with the person who turned a 3b house into a 9billion with, as only strategy, to do something different from Alessandro. Whatever, but different. Turn 180 degrees from the aesthetic that made them for a while the hottest brand on planet earth.

 

[sunnysideup]

The most memorable moment so far was Daria in the swimming-pool with the jewels.
Dummy me, I thought they were preparing a very strong high jewellry collection (Kering owns Boucheron, which is wonderful, they could have had a little bit of help from that side).

It is weird what you say about Alessandro items still being in stores...
When Demna took over Balenciaga, before his first fashion show, there was a precollection done by the studio, with Stella Tennant in the lookbook, pretty cool.
Well, when that precollection hit the stores EVERY SINGLE PIECE by Alexander Wang was retired. As if he didn't exist.

Either they consider this seasons a transition time, or the chaos is really deep.

Sometimes it feels as if they parted ways with the person who turned a 3b house into a 9billion with, as only strategy, to do something different from Alessandro. Whatever, but different. Turn 180 degrees from the aesthetic that made them for a while the hottest brand on planet earth.

Yep. It’s painfully obvious Kering leadertship has made mistake after mistake.