Gucci 'Latest Horsebit' 2024 Ad Campaign


Horsebit Summer 2024 Ad Campaign

Review of Gucci Horsebit Summer 2024 Ad Campaign by Creative Director Sabato De Sarno with Photographer Tyrell Hampton and Director Rina Yang with model Hanni

Hanni of NewJeans is the quintessential Gucci girl for the house’s latest campaign. Shot by photographer Tyrell Hampton with direction from Rina Yang, the playful and energetic story highlights the brand’s iconic Horsebit designs – including new versions of the Horsebit 1955 bag exclusive to Seoul.

The campaign follows Hanni through the vibrant streets of Seoul. She effortlessly balances a youthful exuberance with the confident poise of a global music superstar, confidently expressing herself with playful energy but never missing a beat.

Stylist Francesca Burns does great work in balancing the star’s sense of personal style with Sabato De Sarno’s vision for the brand that combines archival luxury with a blurring of boundaries between casual and formal. Though these fits are curated for maximum Gucci, they also feel like something we could see Hanni wearing in an off-duty street-style snapshot. Also of note is the fact that Hanni is one of the first women to wear the brand’s Horsebit loafers – which it typically pushes as its foremost men’s icon – in a campaign.

With its kaleidoscopic urban energy, balance of realism and aspirational fantasy, and use of celebrity casting not just as a famous face but as a vibrant, distinct personality, the campaign is one of the strongest yet of the Sabato De Sarno era, and has us feeling more confident in the creative director’s vision moving forward. From Florence to Seoul to the world, it’s a Gucci Horsebit summer.

Gucci Creative Director | Sabato De Sarno
Art Director | Riccardo Zanola
Director | Rina Yang
Photographer | Tyrell Hampton
Model | Hanni
Stylist | Francesca Burns
Makeup | Thomas De Kluyver
Music | “ETA” by NewJeans