Gucci Spring 2024 Eyewear Ad Campaign

Review of Gucci Spring 2024 Eyewear Ad Campaign by Creative Director Sabato De Sarno with Photographer David Sims with models Max Wagner, Vittoria Ceretti, Ni Ni, and Alia Bhatt

Gucci offers a clear look at its latest eyewear styles for Spring 2024 – but Sabato De Sarno’s vision for the brand still isn’t feeling visionary.

Lensed by photographer David Sims, the imagery explores a simple theme of remaining stylishly cool amid the hectic urban bustle. Actors and brand ambassadors Ni Ni and Alia Bhatt, along with models Vittoria Ceretti and Max Wagner, are captured in moments of cool composure as a blur of bodies rushed past them in Italy’s fashion capital of Milan.

As the photos themselves already have a strong sense of motion, the accompanying video – with its lackluster soundtrack and overly long running time – feels a bit unnecessary.

Indeed, the campaign in general feels somewhat uninspired compared to some of Gucci’s strongest campaigns of recent years, or even to Sabato De Sarno’s recent shows. True, this is just an eyewear campaign, and a major investment doesn’t make a ton of logistical sense, but we’ve seen excellent eyewear campaigns before. De Sarno is still sticking to his vision of luxury realism (which marks a huge departure from Alessandro Michele’s beloved vision for the brand), but realism doesn’t have to mean not being surprising, exciting, and fresh.

That being said, we are excited to see the creative director’s vision for the house continue to develop. Now that he has laid a clear, archive-focused design foundation, it could be time to start thinking about what it would mean to expand on imagination and originality.