Gucci

Nov 2023

For the Après Ski 2023 ad campaign, Gucci embraces a departure from traditional alpine settings, opting instead for a stark, minimalist visual language that places the focus entirely on garment texture and luxury detail. Under the creative direction of Sabato De Sarno, the project leans into a high-fashion editorial aesthetic, stripping away narrative distractions to highlight the house's latest technical apparel. Photographer Anthony Seklaoui captures the collection through a series of sharp, high-contrast portraits, utilizing consistent studio strobe lighting to emphasize the interplay between matte puffer fabrics, technical knits, and branded eyewear. The imagery feels clinical yet elevated, with the consistent application of bold typography underscoring the brand's identity within the luxury fashion house landscape. Key styling contributions from Luca Galasso, paired with hair by Syd Hayes and makeup by Celine Martin, ensure a polished, cohesive look across the cast, including model Nyakong Chan. The project masterfully bridges the gap between high-performance winter utility and contemporary streetwear, utilizing high-key backgrounds and deep black negative space to create a striking, repeatable composition. By prioritizing these clean, graphic elements, the campaign effectively transforms technical ski gear into a high-concept fashion statement, reinforcing Gucci's ability to command attention through deliberate, refined minimalism while showcasing the tactile quality of the collection’s most intricate pieces.

Editorial, Commercial

Studio strobe

Luxury Fashion Houses, Fashion