It's a nod to the past but not a continuation of it. Gucci's latest advertising campaign marks a shift from the brand's defining style under Tom Ford. While the setting remains the same — the iconic Chateau Marmont in Los Angeles, encapsulating the gleam and glitz of Hollywood, the aura is distinctively different from that of 2004 when Daria Werbowy was the face of the brand.
Everything feels new. The mature Daria, decked in a swimsuit and jewellery, gives off the vibe of a film star on holiday, a far cry from her Gucci image of two decades ago, that of a glamorous diva heading to a party. The campaign echoes relaxation and ease, which are contrasting vibes to the high-octane glamour associated with Gucci during Tom Ford's tenure.
This shift in aesthetics can be attributed to Sabato De Sarno's direction. As the orchestrator of this new campaign, De Sarno surprised everyone with his relaxed approach to the brand's identity. His vision for Gucci is a departure from the label's established image, but it works, marking a new era for the fashion powerhouse.
The result is a campaign that feels refreshingly modern, yet still oozes the luxury and opulence that Gucci is renowned for. This contemporary portrayal of Hollywood glamour, paired with Werbowy's mature allure, feels more authentic and less staged than previous campaigns. It shows a different, more relaxed side of Gucci that many didn't anticipate but are sure to appreciate. With this campaign, Gucci reassures us that change can indeed be a good thing.