Gucci

Jan 2025

Gucci celebrates the Lunar New Year 2025 with a campaign that masterfully synthesizes heritage luxury with contemporary graphic playfulness. Under the creative direction of Sabato De Sarno, with art direction by Riccardo Zanola, the project leans into a sophisticated color palette anchored by deep crimson and muted taupe-brown, mirroring the festive spirit of the season while maintaining a distinctly modern edge. The visual narrative features standout talent Ni Ni and Xiao Zhan, who embody a refined aesthetic that bridges classic studio portraiture and lifestyle storytelling. Throughout the series, the imagery captures the intricate tactile quality of the collection, from embossed leather shorts and sequined dresses to monogram-adorned accessories like hobo bags and backpacks. The technical execution favors a mix of studio strobe lighting, which brings out the sharp lines of the garments, and diffused natural light that softens the textures of knitwear and patterned silks. By weaving together iconic Gucci motifs—such as the double-G buckle and subtle snake embroidery—with bold, wavy graphic patterns, the campaign reads as an evolution of the brand's identity. This editorial and commercial endeavor maintains a polished, minimalist rigor, successfully highlighting the interplay between high-fashion craftsmanship and the vibrant, festive themes of the Lunar New Year through a lens of quiet, composed luxury.

Editorial, Commercial, Commercial

Natural light

Luxury Fashion Houses, Fashion