Gucci

May 2024

For the Summer 2024 Horsebit campaign, Gucci Creative Director Sabato De Sarno crafts a narrative that feels both intimate and expansive, seamlessly blending high-fashion polish with a raw, youthful energy. Under the sharp creative vision of Art Director Riccardo Zanola, the project transitions effortlessly from the controlled, precise environment of studio strobe setups to the vibrant, cinematic pulse of urban nightscapes. Captured through the lens of photographer Tyrell Hampton and director Rina Yang, the campaign features Hanni as the central talent, whose effortless poise brings a grounded realism to the elevated aesthetic. The visual identity of the project leans into editorial minimalism, utilizing natural light to accentuate the supple textures of leather, knitwear, and denim. With styling by Francesca Burns and makeup artistry by Thomas De Kluyver, the imagery successfully balances the brand's storied heritage with a contemporary, street-inflected sensibility. Whether positioned against the blurred neon bokeh of a city alley or reflecting within a mirror-filled room, each frame prioritizes the iconic Horsebit hardware, positioning the accessory as an essential artifact of modern luxury. This sophisticated execution reinforces Gucci's enduring command of the fashion landscape, delivering a collection of campaign portraits that are as technically disciplined as they are culturally resonant.

Commercial, Editorial, Commercial, Editorial

Natural light, Natural light

Luxury Fashion Houses, Fashion