Sabato De Sarno’s debut Gucci campaign has dropped
By Ella Joyce | Fashion | 9 January 2024

Since taking to the helm of Gucci at the beginning of last year, Sabato de Sarno has steered the Italian house in a new direction underpinned by elevated minimalism and a fresh take on its vibrant heritage. Unveiling his first collection during Milan’s SS24 show season, the accompanying campaign has officially dropped. A tribute to the art of fashion photography by the renowned visionary David Sims, in a full circle moment for the creative director, Sims was the photographer who first sparked that love for fashion at the beginning of his career.

Taking its name from the Italian term meaning “again,” Sarno’s Gucci Ancora campaign encapsulates timeless and enduring glamour, conveying an air of confidence and sensuality which sits at the core of Sarno’s vision for the house. Introducing five new faces – Ana, Fadia, Jiahui, Nyajuok, and Violet, the stripped-back portraits represent a new era for Gucci that is only just getting started.


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