Gucci

Mar 2024

For the Spring 2024 ad campaign, Gucci reclaims the quiet power of its iconic Horsebit 1953 Loafer through a masterclass in editorial minimalism. Under the creative direction of Sabato De Sarno, the campaign strips away the extraneous to focus entirely on the interplay between form, texture, and heritage. Captured by photographer Heji Shin, the series features actor Kingsley Ben-Adir, whose composed presence elevates the footwear from a mere accessory to a central narrative device. The imagery leans into a restrained, high-fashion aesthetic, utilizing both studio strobe and natural light to emphasize the clean lines of the loafers against backdrops of industrial concrete and stark, white-walled studio settings. With art direction by Riccardo Zanola and styling by Alastair Mckimm, the project creates a sophisticated dialogue between the polished leather of the shoes and the varied tactile surfaces of mid-century furniture. By integrating hair by Amidat Giwa and makeup by Thomas De Kluyver, the visuals maintain a crisp, deliberate sharpness. This campaign effectively balances commercial appeal with an editorial sensibility, proving that the classic silhouette of the Horsebit loafer remains a cornerstone of modern fashion. Through director Emanuele Cantò, the project manages to capture a sense of effortless, lived-in luxury, solidifying the brand's commitment to timeless elegance in an ever-shifting industry landscape.

Commercial

Studio strobe

Footwear, Fashion