Creative Director Sabato De Sarno presents the Gucci Ancora Spring Summer 2024 collection in a colourful celebration of style and uniqueness with a striking campaign that honours the craft of fashion photography. 

The ad, which was expertly shot by the esteemed David Sims, is a moving trip back to Sabato De Sarno's early days in the fashion industry. Sims was the Creative Director's first partner when he started his extraordinary career.

"My new Gucci, David's light, and the girls with their attitude," says Sabato De Sarno, perfectly summarising the heart of the campaign. Through Sims's unmistakable touch, which gives life to the Creative Director's concept, this emotion is reflected. Five new faces take centre stage: Fadia, Ana, Jiahui, Nyajuok, and Violet. They embody De Sarno's first-ever Spring Summer 2024 collection for Gucci.

The Gucci Ancora ad calls on viewers to "fall in love, Ancora"—a plea to feel the magic that comes from wearing and interpreting clothing in a way that expresses one's individuality. Every image turns into a visual story that pays homage to the feelings evoked by fashion.

"The way they are" is a celebration of authenticity and variety, and the marketing encapsulates this sentiment. The Gucci Ancora campaign is immortalised via David Sims' vision with five diverse mindsets and a single, coherent ensemble. Sabato De Sarno's concept for the Gucci wardrobe is embodied by Ana, Violet, Jiahui, Fadia, and Nyajuok, who become muses, resulting in a visual symphony that reflects the brand's timeless elegance and modern flare. The outcome is a collection that goes beyond mere apparel to become a declaration of identity, a seamless fusion of personal attitude and fashion.