31st August 2023

Gucci AW23 Campaign

Ahead of Sabato De Sarno's debut collection, Gucci drops the AW23 campaign. By THE FALL

There’s now a growing anticipation in the fashion world about the coming spring/summer 2024 show at Milan Fashion Week that will see the reign of new creative director Sabato De Sarno begin in earnest.  In the run-up to that milestone we have the recently released Gucci AW23 campaign to whet our appetite.

The legendary Italian House is represented on camera this time by models Vittoria Ceretti, Aboubakar Konte and Brando Erba framed against a distinctive green backdrop.  Behind the camera we have equally legendary fashion photographer David Sims, whose clean, contemporary style we recently marvelled at for the Alexander McQueen campaign.

Gucci’s new story showcases a series of stark silhouettes seen on the catwalk at MFW earlier this year.   Styled by Alastair Mckimm, each look draws from recent eras of the House’s storied past.  Underpining all elements of the narrative are the emblems that have made Gucc’s aesthetic iconic – Double G belt buckles, classic red and green Web Stripe detailing and, particularly, the famous Gucci Horsebit Chain.

The unique chain insignia makes cameos on kitten-heel sandals and low loafers, but it’s on the archival reprisals of the Gucci Horsebit Chain bag where it really comes alive.  Seen in grey and red leather as well as lemon yellow fabric, Ceretti herself shows us all the ways to wear the bag – carried by hand, on the shoulder, or as clutch.

In the accompanying short film, also directed by Sims, we see the incorporation of elevator doors opening and closing, bringing back memories of the set design from the AW23 show.  After the long tenure of Alessandro Michele, we’re now all looking forward to the new levels De Sarno has in mind for Gucci.


To read our review of the Gucci AW23 show and collection at Milan Fashion Week, click here

Click here for more information on the Gucci AW23 Campaign

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