Gucci

Dec 2024

Under the creative direction of Sabato De Sarno, the Gucci Holiday 2024 campaign masterfully bridges the gap between opulent indoor festivities and the stark beauty of a wintry mountain escape. Executed through the collaborative lens of photographer Anthony Seklaoui and director Marcell Rev, the campaign leans into a cinematic aesthetic that feels both intimate and grand. The visuals alternate between high-fashion party scenes—rich with warm, ambient natural light and shimmering sequins—and crisp, high-key studio strobe imagery set against pristine snowy backdrops. Models including Dakota Johnson, Kendall Jenner, and Julia Garner anchor these varied settings, embodying the collection’s duality through sharp, logo-forward tailoring and reflective metallic accessories. The art direction by Riccardo Zanola ensures a cohesive narrative across the two chapters, utilizing live-action techniques to capture moments of quiet connection amidst the grandeur. With styling by Francesca Burns, combined with polished hair by Shay Ashual and makeup by Diane Kendal, the project emphasizes a tactile, luxurious interplay of textures. From the intricate glitter of embellished evening wear to the rugged sophistication of monogrammed travel trunks and puffer coats, the campaign creates a polished, aspirational world that balances celebratory glamour with a cool, modern edge, successfully defining the season for the luxury fashion house.

Lifestyle, Commercial, Editorial

Natural light

Luxury Fashion Houses, Fashion