Gucci Fall 2024 Men's Ad Campaign

Review of Gucci Fall 2024 Men’s Ad Campaign by Photographer David Sims with models Clement Chabernaud, George Barnett, Finn Collins, Joel Ortiz, Junyeong Baek, Martin Miller, and Modou Wade

Gucci explores the personality behind a modern man’s wardrobe with its Fall 2024 campaign. Minimal and elegant, the imagery was shot by photographer David Sims with film direction by Thibault Della Gaspera.

The visual approach to the campaign complements that of Sabato De Sarno’s first major seasonal women’s campaign for his Spring 2024 debut collection. Like that set of imagery, this one takes a totally minimal in-studio approach, keeping the focus entirely on the clothing and the people who wear them.

But that latter aspect is also where the campaigns slightly converge: while its women’s counterpart featured a group of newcomer models, the new men’s campaign features familiar faces – Clément Chabernaud and George Barnett, who walked the runways of the most important fashion houses in the early 2000s – alongside striking new ones. Perhaps forming another extension of De Sarno’s revisiting of the house’s design history, the casting choice also nicely positions the Gucci man as cross-generational – a welcome bit of inclusivity and eclecticism that so far has been missing from the De Sarno era.

Also setting the campaign apart is its accompanying short film, which offers a window into the stories and perspectives behind these faces as the cast shares reflection on the kind of men they want to be and what it would look like to get there. It’s an approach we’ve seen many times before, but it’s also nice to get a bit more storytelling behind the simple imagery.

That being said, we still feel like De Sarno is playing it safe, and we’re hoping to see more character and a stronger point of view moving forward. The clothes look great and for the most part the styling is strong, but now that we’ve gotten a sense of his design sensibility from this first chapter, we’re ready to see an actual statement.