Gucci

Sep 2024

For the Gucci We Will Always Have London 2024 ad campaign, creative director Sabato De Sarno collaborates with iconic photographer Nan Goldin to craft a visual narrative that feels less like traditional advertising and more like a stolen glance into a private, cinematic world. The campaign masterfully channels an atmosphere of intimate, lived-in luxury, utilizing low-key chiaroscuro lighting to elevate the collection against the backdrop of London’s storied interiors. By weaving together evocative lifestyle portraiture and live-action technique, the imagery focuses on the tactile interplay between heritage leather goods and the fluid movement of the subjects, who include Debbie Harry, Kelsey Lu, Aalato Jazyper, and Yanan Wan. The project leans into editorial minimalism, favoring the raw, authentic textures of corduroy, velvet, and intricate lace over overly polished production. Whether capturing subjects in sun-drenched gardens, reflective rowboats, or the moody, dimly lit corners of a classic bar, the work prioritizes a sense of quiet, introspective mystery. With the expert styling of Francesca Burns, the campaign transcends the typical bounds of a luxury fashion house project, instead presenting a sophisticated, narrative-driven exploration of presence and space that feels both timeless and deeply personal, capturing the elusive essence of the city with remarkable poise and depth.

Editorial, Lifestyle, Cinematic

Natural light

Luxury Fashion Houses, Fashion