Gucci Presents the Fall Winter 2024 Campaign and New B Bag 

AUGUST 9, 2024

Gucci’s Fall-Winter 2024 women’s campaign marks a new chapter under the creative helm of Sabato De Sarno. Moving away from the abstract, De Sarno shifts the focus to an intimate dialogue between clothing and the individuals who wear them. The campaign’s setting is a softly lit space, where the personalities of Loli, Alaato, and Jiahui come to life, each adding her own flavor to the collection. It’s not just about fashion; it’s about the interplay of gestures, looks, and expressions—subtle yet powerful.

The collection itself is a study in contrasts. Imagine the warmth of rich wool coats paired with the delicate allure of slip dresses, each piece intricately embroidered, playing with the tension between sensuality and strength. The color palette is a blend of earthy tones interrupted by unexpected pops of color, a signature of De Sarno’s modern approach. Proportions are toyed with, silhouettes are sharp—this is Gucci redefined for the now.

Accessories take a nostalgic turn, yet they’re infused with contemporary relevance. Leading the charge is the Gucci B bag—a design rooted in the brand’s mid-century archives but reimagined for today. Its oversized silhouette, medium-length shoulder strap, and distinctive double snap hook hardware nod to a rich history, echoing the creative freedom of the 1950s and beyond. This bag is not just an accessory; it’s a bridge between past and present.

Then there’s the GG Milano, a new top handle bag that made its debut alongside the Fall-Winter 2024 collection. De Sarno’s ode to Milan, the city that now forms the backdrop of his creative journey, is evident in every stitch. The GG Milano isn’t just a bag; it’s a love letter to a city that has always been at the intersection of art, fashion, and design—a city that continues to inspire the narrative De Sarno weaves for Gucci.

Of course, no Gucci campaign would be complete without the enduring Jackie bag. This season, it returns in fresh colorways, continuing its legacy as a timeless piece while grounding De Sarno’s vision of effortless, day-to-night elegance.

As Gucci steps forward under De Sarno’s direction, the brand’s heritage is not merely preserved but reinterpreted, making it resonate with the here and now—a testament to fashion that is as much about where it’s been as where it’s headed.

CREDITS:
Creative Director: Sabato De Sarno
Artistic Director: Riccardo Zanola
Director: Marie Schuller
Photographer: David Sims
Stylist: Alastair McKimm
Makeup: Lucia Pieroni

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