In anticipation of Sabato De Sarno’s inaugural collection as Gucci’s new creative director at Milan Fashion Week in September, the Italian fashion house has offered hints of what’s in store. Following a pool-side teaser campaign featuring Daria Werbowy, they have unveiled their official AW23 campaign.
Showcasing a more minimalist approach with an elevator, the brand’s signature green backdrop, and joyful models, this marks a departure from Alessandro Michele’s ’70s rockstar references. The revival of the Horsebit Chain bag hints at a return to the sexy, sensual minimalism of the ’90s, evoking a youthful spirit. Excitement abounds.
Gucci’s rebrand to minimalism?
However, is this the right direction for the Italian luxury brand? The recent major price increases are making the brand get itself on the ranks of Dior and Chanel. Unfortunately, the brand’s loyal fans are finding their new designs to be stale.
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