Fall 2023 Ad CampaignGucci Eyewear Fall 2023 Ad Campaign

Review of Gucci Eyewear Fall 2023 Ad Campaign by Art Directors Ezra Petronio & Lana Petrusevych of Agency Petronio Associates and Photographer Alasdair McLellan with models Ni Ni, Mathilda Gvarliani, and Joakim Seger

Gucci continues to tease the look of the incoming and highly anticipated Sabato De Sarno era with a new eyewear campaign. Continuing to shift creative gears, the house partnered with creative agency Petronio Associates, tapping Ezra Petronio and Lana Petrusevych to handle the campaign’s art direction, with photography and film direction by Alasdair McLellan.

The first thing that strikes us about the campaign is its lean and clean aesthetic. The no-nonsense yet subtly glamorous portraits feel much more influenced by the Tom Ford era of Gucci, rather than the intricate and decadently nostalgic fantasy worlds that characterized Alessandro Michele’s storied run at the helm of the house.

That being said, there is still a fun aspect of offbeat charm to the campaign, which especially comes through in the accompanying videos. Putting the still portraits in motion, these films draw out the spontaneity and playfulness of their subjects as they inhabit a shifting spectrum of moods set to the sounds of some retro rock and soul.

Sabato De Sarno’s first ad campaign for the house – a single image that saw the return of model Daria Werbowy and didn’t offer much to go off in the way of design direction – was a slight tease that this new era might be one of stripped-back elegance, and this latest campaign seems to point in a similar direction. While we still have many questions that will only be answered by De Sarno’s debut collection in September, we already have a lot to be excited about.

Crisp and classic, this campaign has us looking forward to the new era of Gucci.