Gucci

Oct 2023

For the Fall 2023 season, Gucci leans into the enduring legacy of its iconic footwear with a campaign dedicated to the Horsebit 1953 Loafer. Under the creative direction of Sabato De Sarno, the campaign eschews high-concept artifice in favor of editorial minimalism, allowing the craftsmanship of the loafers to take center stage. Photographers Heji Shin and Feng Li capture a series of relaxed, intimate portraits that highlight the versatility of the silhouette, whether styled with raw-hem denim or structured camel coats. The imagery utilizes a sophisticated blend of studio strobe and natural light to emphasize the textures of polished leather against plush, neutral-toned backgrounds. By enlisting talent Paul Mescal and Xiao Zhan, the campaign projects a sense of effortless, quiet luxury that feels both contemporary and grounded. Stylists Felicity Kay and Chu Xuan curate a wardrobe that prioritizes clean lines and elevated basics, creating a visual language that complements the timeless nature of the horsebit hardware. The result is a series of commercial portraits that feel remarkably tactile, stripping away distraction to focus on the interplay between soft shadows and sharp design. Through this focus on lifestyle and portraiture, the project reinforces the loafer’s position as a staple of modern fashion, balancing the heritage of the house with a modern, understated aesthetic that resonates across global luxury markets.

Lifestyle, Editorial, Vertical, Commercial

Natural light

Luxury Fashion Houses, Fashion