Gucci celebrates authenticity with its SS24 Ancora campaign

PAYING homage to the art of fashion photography, Gucci has just unveiled its Gucci Ancora campaign. Celebrating individuality, timelessness and expression, the latest campaign honours creative director Sabato De Sarno’s initial venture into the world of fashion.

Choosing to work alongside photographer David Sims, the campaign exhibits Gucci’s Spring Summer 2024 collection in all its glory. However, it is not the first time that the two practitioners have joined forces. Having made his name in the 1990s, Sims was the first photographer that De Sarno worked with when he embarked on his creative journey.

The latest campaign emphasises authenticity and realism at a time when many aspects of life appear to be in a state of flux and unrest. Despite often calling upon celebrities and brand ambassadors to front campaigns, Gucci has decided to showcase a pool of new talent.

Starring five upcoming faces – Ana Rossolovich, Fadia Ghaab, Jiahui Zhang, Nyajuok Gatdet and Violet Hume – the Gucci Ancora images demonstrate the versatility and elegance of the new pieces. The women embody the contemporary Gucci aesthetic and demonstrate the powerful allure of self-confidence, freedom and uniqueness.

Spotlighting tailored coats, body-fitting tanks and delicate knit sets, the campaign cements a different direction for the brand – one where the product seems to be the ultimate focal point. Combining freshness with veracity, the campaign ushers in a powerful era for the prestigious Italian House.

by Sophie Richardson

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