It’s official: David Sims is a firm fave of Sabato De Sarno. From the get-go, Gucci’s newly-instated creative director has insisted the brand’s studio-designed Fall 2023 collection be documented by Sims (showcased by model Vittoria Ceretti in the campaign) and called upon the celebrated British photographer for the Italian fashion house’s buzz-worthy jewelry campaign starring comeback queen Daria Werbowy.
De Sarno summons Sims once again with the unveiling of the Italian designer’s first official mainline advertising campaign for the Spring 2024 season, ushering in a whole new look for the brand first established in 1921. Wiping the slate clean for a new creative vision, a selection of models assemble within Sims’ photographic studio against a clean white backdrop. Complete with styling from Alastair McKimm, the fresh faces include Fadia Ghaab, Ana Rossolovich, Jiahui Zhang, Nyajuok Gatdet and Violet Hume.
Read below the reactions of theFashionSpot’s forum members:
“It’s a lifeless campaign from the backdrop to the group chemistry of the models. Super disappointing after such a promising start with the Daria Werbowy campaign,” said GERGIN.
Also unimpressed was forum member tatouejeremie, adding: “A logo hoodie in a campaign in 2024? Must be a dire situation at Gucci!”
“The models have no energy, the clothes are bland, the setting is non existent and the photography is lazy,” complained GivenchyAddict.
In complete agreement was Marc10: “This collection desperately needed a strong, dynamic campaign with a star model to help elevate the clothes and create some sort of fantasy and desire. A white backdrop with bland new faces was literally the worst way to go. Terrible.”
Lookatme described the outcome as “abysmal” but do you agree?
See more from Gucci’s Spring 2024 advertising campaign and join the conversation, here.