The Strategic Move Aims to Steady Gucci’s Brand Narrative Ahead of Sabato de Sarno’s Much-Anticipated Milan Fashion Week Debut
In a pivotal personnel move that signals both continuity and change, Alessio Vannetti is making a comeback to Gucci as its new Executive Vice President and Chief Brand Officer. A former Valentino chief brand officer who left the position in July, Vannetti is no stranger to the Gucci universe. He served as the brand’s global communications director from 2015 to 2019.
This executive shake-up comes as Susan Chokachi, a U.S.-based marketing veteran for Gucci, prepares for her exit from the luxury house. Chokachi has been leading Gucci’s marketing efforts since Robert Triefus stepped down at the end of April. Her departure is just one of the many shifts happening within Gucci as CEO Marco Bizzarri also readies to part ways with the brand.
Vannetti’s primary mandate is twofold: firstly, to solidify and articulate Gucci’s brand heritage and secondly, to drum up enthusiasm for incoming designer Sabato de Sarno, whose debut at Milan Fashion Week on September 22 is creating palpable tension across the fashion industry. As both retailers and investors express concern over Gucci’s restrained marketing of de Sarno’s upcoming collection, Vannetti’s role is ever more critical.
The fashion world has so far only been teased with a single image from a high jewelry campaign featuring retired model Daria Werbowy. The photo, set at Los Angeles’ Chateau Marmont hotel, hints at a direction reminiscent of Gucci’s Tom Ford era, leaving industry players eager yet somewhat anxious to see De Sarno’s vision unfold.
In re-appointing Vannetti, Gucci aims to assert a coherent brand message following its aesthetic overhaul under former Creative Director Alessandro Michele. Vannetti’s task will involve threading the needle between Gucci’s rich history and the modern sensibilities De Sarno is expected to bring to the iconic label. Amidst these major internal transitions and external expectations, the appointment underscores Gucci’s strategic commitment to brand stability and innovative growth.