For the Fall 2024 ad campaign, Gucci embraces a stark, high-fashion editorial aesthetic that strips away the noise to prioritize raw texture and silhouette. Under the creative direction of Sabato De Sarno, the campaign leans into a minimalist visual language, utilizing a clinical, bright white studio backdrop to bring the house’s seasonal collection into sharp focus. Photographed by David Sims with directorial input from Marie Schuller, the imagery relies on meticulous studio strobe lighting to emphasize the juxtaposition between matte wool coats, intricate lace, and the high-gloss finishes of the season’s signature leather goods. By centering models Alaato Jazyper, Jiahui Zhang, and Loli Bahia in front of clean, unadorned surfaces, the campaign allows the structural complexity of Alastair McKimm’s styling—ranging from quilted leather handbags to embellished knitwear—to take center stage. The result is a refined series of commercial portraits that avoid artifice, instead channeling a deliberate sense of contemporary polish. With hair by Duffy and makeup by Lucia Pieroni, the portraits are punctuated by bold, graphic typography, framing each garment as a standalone object of desire. This series reinforces a shift toward a grounded, sophisticated sensibility, where the interplay of light and shadow serves to heighten the tactile details of the textiles, firmly grounding Gucci’s vision for the season in an atmosphere of editorial precision and accessible luxury.
