Gucci

Aug 2023

Gucci continues its evolution under creative director Sabato De Sarno with the Fall 2023 Eyewear ad campaign, a masterclass in focused, editorial minimalism. Captured through the lens of photographer and director Alasdair McLellan, the series moves away from sprawling, maximalist narratives to reclaim the intimacy of the portrait. By utilizing clean studio strobe lighting against vibrant blue and neutral grey backdrops, the campaign keeps the viewer’s attention firmly anchored to the craftsmanship of the frames. The eyewear—ranging from sharp, black acetate opticals to statement cat-eye sunglasses featuring the iconic gold GG logo—becomes the protagonist of every frame. Stylist Elodie David Touboul complements these accessories with a tactile mix of faux fur and subtle monogram patterns, creating a layered depth that feels distinctly contemporary. With hair by Paul Hanlon and makeup by Thomas de Kluyver, the imagery leans into a polished, high-fashion aesthetic that emphasizes skin texture and individual poise. Whether through individual headshots or the intimate, face-to-face pairings of models like Ni Ni, Joakim Seger, and Mathilda Gvarliani, the campaign effectively translates the brand's heritage into a concise, modern language. By stripping back the set design to its most essential elements, Gucci successfully reframes its seasonal accessories as indispensable pieces of personal identity, proving that the strongest impact often comes from the most deliberate, stripped-back visual choices.

Vertical, Commercial

Studio strobe

Eyewear, Fashion