Gucci‘s Spring/Summer 2024 campaign, “Ancora,” named after Sabato de Sarno’s debut show, is a vibrant celebration of life, passion and humanity. Shot by renowned photographer David Sims, who first worked with de Sarno when he fell in love with fashion, the campaign captures the essence of the Creative director’s vision for the iconic Italian fashion house.
The campaign features five new faces: Ana Ross, Fadia Ghaab, Jiahui Zhang, Nyajuok Gatdet and Violet Hume, the daughter of Australian model Kirsty Hume, who was an original face of Tom Ford’s groundbreaking Gucci shows in the 1990s, alongside two male models Arthur Hargous and Prince Diamond. The models are captured in group shots that convey a sense of unity and camaraderie, while the stripped-down portraits, with bags covering the breasts, evoke the hedonic codes that Gucci has historically cherished.
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Rooted in sartorial precision, de Sarno’s debut collection for Gucci reflects a broader shift in womenswear, where beloved tropes of sensuality and elegance are revived with modern descendants that welcome a more diverse range of fashion devotees. Each piece in the collection, from branded hoodies to leather separates, from daring shorts to relaxed baggy jeans, is designed to resonate with the wearer’s own sense of self.
Styled by Alastair McKimm, with art direction by Riccardo Zanola, understated make-up by Lucia Pieroni and effortless hair by Duffy Sas, the “Ancora” campaign seamlessly blends luxury with realness. The special shade of burgundy, which has become the new signature color of the house, is shot throughout the campaign, adding a touch of sophistication and elegance.
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