Gucci

Oct 2024

Celebrating the enduring legacy of an icon, the Gucci The Loafer Since 1953 2024 ad campaign offers a masterclass in modern luxury through a refined lens. Under the creative direction of Sabato De Sarno and with art direction by Riccardo Zanola, the campaign strips away excess to focus entirely on the architectural grace of the classic horsebit loafer. Photographer Heji Shin utilizes a sophisticated blend of studio strobe and natural light to capture the collection, resulting in a series of portraits that feel both timeless and urgently contemporary. Model Pietro Castellitto anchors the visuals with a relaxed, nuanced presence, styled by Francesca Burns to harmonize perfectly with the brand's minimalist ethos. The imagery leans into a stark, high-contrast aesthetic, juxtaposing raw textures like weathered wood and terracotta panels against the polished sheen of premium leather. With grooming provided by Patty Bussa and Martina Bolis, the editorial portrait work emphasizes clean lines and intentional composition. By grounding the product in an environment of tactile minimalism, the project successfully elevates the humble footwear campaign into a narrative of heritage and style. The visual language, characterized by large, elegant typography and sharp framing, reinforces Gucci's position at the intersection of commercial polish and artistic portraiture, proving that even a design as historic as the 1953 loafer can feel entirely fresh when treated with such editorial precision.

Editorial, Commercial

Studio strobe, Natural light

Footwear, Fashion