Gucci Holiday 2024 Ad Campaign

Review of Gucci Holiday 2024 Ad Campaign by Art Director Riccardo Zanola and Photographer Anthony Seklaoui with models Jessica Chastain, Chris Colvin, Hiandra Martinez, Kendall Jenner, Lineisy Montero, and Nile Winchester

Gucci aspires to host the winter party of the year with its new Holiday 2024 campaign. The campaign was created in collaboration with Sabato De Sarno’s go-to creative team of art director Riccardo Zanola and photographer Anthony Seklaoui.

The narrative again sees Gucci draw on the mythical presence of the Savoy, imagining a fantasy version of the London hotel (where Guccio Gucci was inspired to start his brand) as a gateway to indulgent holiday delights. Seklaoui draws on the graphic color scheme of a hallway of red and gold with a checkerboard floor to frame his portraits of elegant partygoers – with Jessica Chastain leading the cast.

The accompanying short film introduces a welcome touch of magic. With Blondie’s live cover of Donna Summers’ classic “I Feel Love” bumping in the background, the transitional space of an elevator, where guests put the final touches on their looks as they move from one floor to another, eventually delivers Kendall Jenner to a winter paradise.

Though the red helps it get a boost of seasonal visual power, the campaign feels a bit caught in the middle between warm holiday charm and glittering Gucci glam, and these two threads never really quite come together – especially as Gucci is still working to find a consistent and cohesive point of view for the Sabato De Sarno era. Nonetheless, it does serve as a solid showcase for the house’s most giftable pieces.