Gucci Valigeria Spring 2024 Ad Campaign

Review of Gucci Valigeria Spring 2024 Ad Campaign by Artistic Directo Riccardo Zanola and Photographer Anthony Seklaoui with models Kendall Jenner and Bad Bunny

Gucci’s flight is grounded in its new Valigeria campaign for Spring 2024. Once again starring Kendall Jenner and Bad Bunny, the campaign was shot by photographer Anthony Seklaoui.

The campaign forms a kind of sequel to the Fall 2023 Valigeria campaign that starred Bad Bunny and Kendall – but that was released back when they were a celebrity couple. They’ve since broken up, and the campaign reflects this split, as the two are captured separately as they travel through airports with their brightly accented Gucci monogram luggage.

That IRL celebrity gossip, however, is the only interesting narrative aspect of the campaign. At first glance, you’d be forgiven for thinking that this is the same imagery from six months ago, with the same lack of storytelling. The looks are put together and polished, and the setting makes sense for the star product, but if these weren’t celebrities, they would feel like any other stranger – albeit a wealthy one – we see in an airport and then forget forever.

Gucci has been trying out a new aesthetic direction under Sabato De Sarno that completely stripped away the fantasy, imagination, and storytelling of Alessandro Michele and swaps it for a realistic – perhaps too realistic – vision of modern luxury. There could still be a way to develop this perspective into something more inspiring – perhaps by enlisting a photographer or art director with a more distinct perspective – but it’s starting to look more like the renewed image hasn’t been connecting either financially or creatively.