Gucci

Jan 2024

The Gucci Ancora 2024 campaign marks a definitive aesthetic pivot for the luxury fashion house, signaling a transition toward stripped-back elegance and refined minimalism. Captured by the discerning lens of photographer David Sims, this high-fashion editorial campaign strips away the superfluous to place the collection’s signature silhouettes and accessories at the absolute center of the frame. Under the creative direction of Sabato De Sarno, the imagery leans into a stark, clean studio aesthetic where the interplay of light and texture takes precedence. Across a series of deliberate portraits, art-directed by Riccardo Zanola, the campaign utilizes precise studio strobe lighting to emphasize the rich, glossy finish of the brand’s iconic oxblood leather bags and the sharp, architectural quality of its tailored apparel. The styling, helmed by Alastair McKimm, is bolstered by Duffy Sas’s signature slick, wet-look hair and Lucia Pieroni’s focused makeup palette, ensuring the focus remains on a cohesive, monochromatic luxury narrative. By positioning a diverse ensemble of models including Fadia Ghaab, Nyajuok G, and Prince Diamond against a neutral white backdrop, the campaign successfully achieves a sense of contemporary polish. This project serves as a masterclass in editorial portraiture, demonstrating how the restraint of the studio environment can elevate the perceived value and tactile detail of heritage luxury goods in the modern digital age.

Editorial, Vertical, Vertical

Studio strobe

Luxury Fashion Houses, Fashion