Sabato De Sarno Debuts in the New Gucci Ancora Campaign for SS24

The House of Gucci is celebrating the launch of its first collection under new creative director Sabato De Sarno this spring, marking the beginning of an exciting year. With the launch of De Sarno’s first Gucci campaign.

The Gucci Ancora campaign defies convention by presenting a distinctive story of individual expression. showcasing beauty and fashion through the timeless perspective of Sabato De Sarno.

A Novel Concept for Gucci

With items from its first collection for Spring/Summer 2024, which was unveiled in September, the campaign provides a closer look at De Sarno’s new vision for the House. The pictures themselves are a tribute to the craft of fashion photography and were inspired by British fashion photographer David Sims.

Altogether, the images convey the distinct perspective that De Sarnos holds for the House—one of empowerment and authenticity—fueled by wardrobe essentials that provide a hint of casual elegance.

Denim and fitted basics are combined with statement pieces like striking red leather. Presenting at the same time is the most recent iteration of the Gucci Jackie 1961 handbag as well as a new De Sarno-designed handheld GG logo silhouette.

In February, the collection will go on sale both online and in-store.