Gucci Spring 2024 Digital Campaign

Review of Gucci Spring 2024 Digital Campaign Ad Campaign by Creative Director Sabato De Sarno and Photographer David Sims with models Fadia Ghaab, Jiahui Zhang, Nyajuok G, Violet Hume, Arthur Hargous, Prince Diamond, and Ana Rossolovich

The release of Gucci’s Ancora campaign for Spring 2024 – the first major seasonal campaign under the creative direction of Sabato De Sarno – offers crucial insight into the brand’s approach to marketing in the nebulous but necessary realm of digital strategy.

This past year has seen a push towards releasing campaigns as digital series, wherein brands release bite-sized pieces of engaging content on a schedule that is considered to maximize brand awareness and engagement across a span of time (we’ve recently seen successful takes on this approach from Burberry, Louis Vuitton, Jacquemus, and more). Though it first appeared on the brand’s Instagram, Gucci’s latest campaign was released all at once, demonstrating that the brand is opting for a somewhat different approach. Especially as De Sarno’s new tenure has been so buzzed about, releasing the campaign at once is a way to create a huge moment of hype, and the brand will dominate internet fashion conversations for the week – but it will have more work to do down the line when it needs to share more content and fill the always hungry jaws of social media.

Another intriguing aspect of the campaign’s timing is that it was released over the weekend – when most fashion media outlets and PR agencies are on pause. This timing seems to point to a greater focus on communicating directly with consumers, rather than interfacing within the fashion industry and its traditional avenues of communication.

With a totally straightforward visual perspective of glamor and elegance – and no video elements – the campaign seems geared towards print media, and we can expect to see it in the front pages of Vogue, Elle, and the like. Though we shouldn’t underestimate Gucci’s marketing budget, the focus on print certainly entails a big investment, which makes us wonder whether the brand will pull back on things like influencer marketing.

In this connection, the Golden Globes saw plenty of stars wearing custom Gucci by Sabato De Sarno. Eschewing the latest trends in social media serialization, Gucci may be opting for a rhythm that unfolds across fewer but louder and more elevated moments.