Sabato De Sarno - Designer

[MultiQsan]

Well, looks like Sabato is missing out. Gucci just launched a dancing ad today with “Gucci Dance Me Out” for their “cub3d” sneaker line.

Can’t remember if Sabato designed that shoe in the first color launch (red). The ad looks more like lame interpretive dance to me but I’m sure Sabato would’ve loved to be in the background:


I’d join any of the dancing from their previous “Gucci 100” campaign instead:

 

[99 Percent Polyester]

Oh my God, those sneakers are an abomination. It's like they saw Hoka and On were popular and said, "combine them, but make them even uglier."

Anyone that purchases a pair needs to be put on a (hit)list.

 

[jeanclaude]

Those sneakers are Balenciaga leftovers from Demna, they don´t scream Gucci at all (also good luck cleaning them, over all if you step over dog poo).

The ad is pure WTF were they thinking?? Can´t-ino thinks he can relaunch Gucci this way??

 

[MultiQsan]

And don’t get me wrong, I loved that amazing Gucci 100 campaign ad! It looked like the cast were actually having fun at that time.

As for the new Gucci Dance Me Out ad though, you’re right! They looked like On sneakers and the “dance” reminded me of the Australian breakdancer’s performance during the olympics that was memed to no end. No wonder people still buy Rhytons and Screeners over the new ones Sabato made. And yes, the first launch of the cub3d sneaker did come out during his tenure.

 

[Xone]

The Gucci 100 looks from the AM era.....

So Gucci are so confused right now...they have an identity crisis and they are paying the price for it...

 

[Frederic01]

They are quite interesting and dynamic as a dance group, but for Gucci I don't think it works. Maybe it's the music? I don't know but something feels off.


LA MARCHE BLEUE

 

[lhhbl]

Gucci must be one of the worst branding cases in fashion history.
I have no idea what this brand stands for, and people keep saying it's not a fashion house with big archives, which, by this point, is untrue. It's about time they define what the brand is, no matter which CD comes in. They will always bring their vision (that's why they're hired), but things need to make sense, storytelling-wise.
A bunch of nice campaigns in all different directions is not enough. Cohesion is key in fashion.

Furthermore, no one would wear this sneakers to a club to dance, so, by definition, this mess doesn't work and it's also not cute.

 

[MultiQsan]

The Gucci 100 looks from the AM era.....

So Gucci are so confused right now...they have an identity crisis and they are paying the price for it...

It is, I posted the two for the sake of comparison. The difference between the current direction’s (possibly Sabato’s) cub3d ad versus the Alessandro’s 100 in energy alone is night and day. The new “dance” video is pretty much interpretive and feels pretentious for an ad for sneakers with wearing forgettable clothes while the Gucci 100 has actual dancing, rich in creativity with clothes that aren’t boring.

Let’s hope that this was just one of Sabato’s projects that were meant to be rolled out before he left. Because if that is the most exciting ad they can come up with, even for just a sneaker launch, we are in for another boring ride.