Self-expression takes many forms, from appearance to artistic mediums and language; Gucci’s Fall/Winter 2024 men’s campaign embraces creative individualism by incorporating an authentic touch to staple wardrobe pieces. Classic loafers, fitted suits and trench coats in timeless shades of black, burgundy, olive green and navy blue are juxtaposed with silver studs, scarves positioned as necklaces, loosely fitted v-necks and silk bomber jackets.
New to Gucci in 2023 as the Creative Director, Sabato De Sarno’s autumn-winter 2024 men’s collection is the first of its kind with the House. De Sarno strikes a balance between timeless pieces embellished with elements of uniqueness and physical interpretation that is necessary in a world where the constant evolution of art and fashion is a cornerstone of our existence.
The campaign features prominent models like Clément Chabernaud and George Barnett as well as new faces, styled by Alastair McKimm. The culmination of designs is grounded yet innovative. De Sarno provides an anchor for men to express their human desires through fashion while also serving as an influential guide point in style and grace: Martin Miller sports a burgundy ensemble from shoe to bag and sunglasses, photographed by David Sims. Accessories decorate the models, from red leather biker gloves to chained scarves, embellishing some of the industry's favorite accoutrements. They are enhanced with make-up by Lucia Pieroni and hair by Duffy.
The House’s F/W 2024 campaign highlights what it means to embrace fashion as a vehicle for confidence and vulnerability — and in a world where men are often discouraged from doing so. This collection offers a space for them to be uninhibited by society's gendered expectations. The models offer their perspective on what they value most in life, from family to waking up in the countryside and well-being: “I wanna feel like 100% healthy, like wake up in the morning feeling fresh; feel like your mind is not clouded.” They express the simple yet meaningful elements of life – an iced latte – making mundanity seem enticing, and the collection embodies this phenomenon.
Directed by Thibault Della Gaspera with artistic direction from Riccardo Zanolafrom, Gucci’s new campaign illustrates modern masculinity at its finest: acceptance of expression in style and emotion.
