Gucci spotlights new faces in its Ancora campaign

Gucci spotlights new faces in its Ancora campaign

by Ollie Cox
3 min

Gucci Creative Director Sabato De Sarno has made his Spring/Summer 2024 campaign debut, following his Ancora collection at Milan Fashion Fashion Week last year. Lensed by David Sims, it feels like a nostalgic nod to the House’s 90s heyday, seen through shots that show items embraced by those who wear them laced with personality.

De Sarno’s approach is inspired by Gucci’s legendary 90s imagery, which led to his love of the brand. Being equal parts chic and sexy, it feels like a welcome hit of nostalgia, reflecting the designer’s examination of the past to inform the brand’s future.

While adding momentum to De Sarno’s new direction for the House, the campaign also feels deeply personal, with David Sims being the first photographer he worked with when he started in fashion. The occasion sees Ana Ross, Fadia Ghaab, Jiahui Zhang, Nyajuok Gatdet, and Violet Hume chosen to be the faces of Gucci’s new chapter, which sees the models wear the collection in a personality-filled display. 

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The last face to front Gucci’s new epoch feels like a particularly poignant nod to Gucci’s 90s dominance. Violet Hume is the daughter of Kirsty Hume, who was a poster girl of the Gucci Tom Ford era, a truly timeless chapter for the brand, that feels as relevant in today’s fashion landscape as in the closing decade of the 20th century. 

Throughout the display, Ancora red leather Jackie bags (which take the place of tops), car coats and shorts embody the sensuality seen on the runway, contrasting with energetic lime green floor-length overcoats, nodding to the glamour and hedonism of the House’s previous eras. Highlights from the runway, such as platformed 1953 Horsebit Loafers also make an appearance, reflective of De Sarno’s unapologetic play with tradition. 

Later visuals showcase relaxed-fitting track jackets, worn with denim and “GG” logo belts,  which featured as part of the brand’s SS24 runway collection. This fusion of athleisure with textured leather, and leggy denim silhouettes feels not only refreshing but beautifully on-brand at Gucci, which is known for its eclectic play with materials. 

The next chapter in Sabato De Sarno’s Gucci will be revealed later this week, during the brand’s Fall/Winter 2024 Menswear show. 

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