Gucci

Oct 2023

For the 2023 campaign for the iconic Gucci Horsebit 1955 bag, the brand leaned into a fusion of archival heritage and contemporary cultural cachet by tapping Billie Eilish as the face of the collection. Under the creative direction of Sabato De Sarno, the campaign serves as a masterclass in modernizing a storied fashion house silhouette for a younger, trend-conscious demographic. The visual narrative, captured by photographer Tyrell Hampton and guided by art director Riccardo Zanola, oscillates between the intimate and the cinematic. Whether Eilish is caught in a sun-drenched, outdoor portrait that emphasizes the accessory’s tactile brown leather trim or framed in a reflective, mirror-bound indoor composition that highlights the bag’s silver chain strap, the imagery maintains a cohesive, editorial quality. Stylist Alastair McKimm bridges the gap between high-fashion and street-ready utility, pairing structured monogram pieces and oversized denim with chunky platform footwear to ground the luxury aesthetic. The use of natural light throughout these commercial assets softens the sharp, structured lines of the Horsebit 1955 design, while hair styling by Ben Mohapi and makeup by Emily Cheng provide a polished yet authentic finish that feels uniquely suited to Eilish’s signature style. By blending these elements, the campaign effectively preserves the house’s prestige while injecting a vital, grounded energy that resonates across digital and print media landscapes.

Editorial, Commercial

Natural light