The new creative director of Gucci published an advertising campaign for the High Jewelery collection on his social network profile. A photo full of ideas that goes far beyond the limits and reveals the new stylistic direction of the House of Kering. Lots of references to the past, but also to the present. The first official collection should be expected until September 22.
One photo posted on an Instagram account was enough Sabato De Sarno, Gucci’s new creative director, send the whole fashion world into a tailspin. This is an advertising campaign for the Kering brand’s High Jewelery collection (an earring is visible in the photo, ed.), which is a huge success on social networks. A downpour of likes and enthusiastic comments on Sabato De Sarno’s post that heralds a new era for Gucci.
From Alessandro Michele to Sabato De Sarno
mlet’s take a step back. It was November 2022 when word reached the world press that Alessandro Michele was leaving the creative direction of Gucci. For a moment, the hearts of millions stopped. Many have tried to give an answer to this decision, but finding the true reasons is difficult, given that sales of the House have doubled in five years. But perhaps his style and his storytelling, so personal, dominated everything else. Thus, on January 28, 2023, news came from senior management that Sabato De Sarno, a little-known, if not completely unknown, designer was appointed creative director, and he was entrusted with the new era of Gucci.
Sabato De Sarno grew up in Naples. He started his career at Prada in 2005, then moved to Dolce&Gabbana before moving to Valentino in 2009, where he held increasingly responsible positions until his appointment as Director of Fashion. with the task of supervising the men’s and women’s collections. Thus, a creative who has always been behind the scenes and who will present his first collection for Gucci and the aesthetic direction of the Florentine house at the women’s fashion week spring-summer 2024 in September.
What does the Gucci high jewelery campaign tell us about the house’s new direction?
TOLet’s go step by step and try to read the image because it is full of interesting ideas. While the brand’s official Instagram account is busy posting the Gucci Bamboo 1947 campaign or Beyoncé in Gucci custom on a date in Washington on a world tour; Sabato De Sarno deceives everyone and from his personal account begins to convey what the new course at home can be and possibly is.
De Sarno settles in Chateau Marmont, one of the most famous hotels in Los Angeles. A castle, through the corridors of which whole generations of stars passed. It was a movie set, a place that Helmut Newton loved, and Roman Polanski lived in his suite for a while during the trial he was involved in. But it is also a place dear to fashion: for Cruise 2019, Gucci and Alessandro Michele, a frequent guest of the hotel, dedicate a collection to it. Clothing and accessories feature Pan, the god of the forest from Greek mythology, and the name of the hotel printed in Gothic letters.
But it’s not only that. Gucci enters the high jewelery market in 2019 thanks to Alessandro Michele. And if the latter’s muse was Jessica Chastain or Jodie Turner-Smith, then both actresses; Sabato De Sarno recalls one of the most beloved top models of the fashion system, she is Daria Verbova. Icon of the 2000s and muse of Phoebe Philo (who is about to return to the delight of many insiders – ed.) during Celine’s time. “Daria, we started together in 2003 (Steven Meisel, Prada photographer, approx. ed.), and now you are here with me in this new beginning,” Sabato wrote in a comment to the post. The campaign was shot by David Sims, one of the most beloved photographers of the 90s. from the system and giving photography a new, more modern idea of sensuality, inspired by the advertising campaigns of those years. The style of Alastair McKimm, another genius, is significant: in fact, Daria is wearing a gold earring and we can see a swimsuit with gold “GG” details on the panties, a detail that immediately reminds us. spring-summer 1997 thong from Gucci by Tom Ford. Sabato De Sarno is poised to bring down Gucci, respecting the brand’s heritage but guiding the brand into a new era of glamor and sensuality. Could a new fashion star be born? See you in September at the test bench.