Gucci Eyewear Fall 2024 Ad Campaign

Review of Gucci Eyewear Fall 2024 Ad Campaign by Artistic Director Riccardo Zanola and Photographer Mario Sorrenti with models Abbey Lee, George Barnett, He Cong and Liya Kebede

Gucci looks sharp with its Fall 2024 eyewear campaign shot by photographer Mario Sorrenti – but is the brand’s new creative direction giving us anything worth seeing?

Sorrenti’s imagery carries forward the brand’s recent totally minimalist approach, capturing his cast in a blank, white studio space.

The accompanying video offers a fourth-wall breaking perspective on the shoot, presenting a behind-the-scenes meta-look at the photography process and pairing it with abstract reflections from the cast related to vision. Asked without looking for an answer, these questions include, “can you see with your eyes closed?” and “why do our eyes sparkle when we’re happy?”

While it is confidently executed, there’s not much to say about the eyewear campaign that we haven’t said about Gucci’s last few seasonal campaigns under the creative direction of Sabato De Sarno – that while they offer a straightforward look at his new design vision, that’s about all they offer. These campaigns are too straightforward; there is no story, no perspective, no point of view, almost nothing for a viewer to connect with emotionally, intellectually, or even aesthetically.

If this seems harsh, it’s because we know that the house is more than capable of generating compelling narrative, and because we’re getting tired of waiting for something more.