Gucci Horsebit 1955 Spring 2023 Ad Campaign Review

Review of Gucci Horsebit 1955 Spring 2023 Ad Campaign by Directors and Photographers Mert Alas and Marcus Piggott with models Halle Bailey, Hanni, and Julia Garner

Gucci celebrates the enduring relevance of its Horsebit 1955 bag with a new campaign starring a trio of uniquely talented women lensed by photographer duo Mert Alas and Marcus Piggott.

The cast features singer-songwriter and actor Halle Bailey, who is set to star in Disney’s highly anticipated live-action adaptation of The Little Mermaid, Hanni, member of chart-topping K-Pop group NewJeans, and award-winning actor Julia Garner. Mert & Marcus capture these leading ladies individually in simple portraits before vibrantly colored backdrops, drawing out the distinct personality and character of each star.

Aside from the bag itself and the GG monogram on the ready-to-wear pieces, nothing about this campaign really feels too Gucci. The house is currently in a period of transition as we move through the interim between former creative director Alessandro Michele and incoming creative director Sabato De Sarno, so it’s understandable that in the meantime they are taking a stripped-back approach that doesn’t do much to go in any particular direction. While it’s a bit of a bummer that we don’t get to feel the magic and romanticism that we’re so used to from Gucci, it’s a smart play to keep things simple and focus on timeless icons, while giving them a boost through the presence of some well-chosen stars.