Gucci 'Valigeria' Ad Campaign

Review of Gucci ‘Valigeria’ Spring 2024 Ad Campaign by Creative Director Sabato De Sarno with Photographer Anthony Seklaoui and Director Jeremy Z. Qin with models Ni Ni and Chang Chen

Gucci continues to find the quiet elegance of real-life journeys with its latest Valigeria campaign for Spring 2024. Highlighting the historic house’s signature luggage and legacy of designing for the spirit of travel, the campaign was shot by the brand’s new go-to photographer Anthony Seklaoui, with film direction by Jeremy Z. Qin.

The campaign takes a similar approach to the previous Valigeria campaign that starred Kendall Jenner and Bad Bunny, using the setting of an airport to explore a spirit of travel that is grounded in reality – which is not always glamorous, yet here still elevated through that Gucci touch. With the hustle and bustle and emotional atmosphere of arrivals, departures, and new beginnings playing out as its backdrop, the campaign narrative follows actors Ni Ni and Chang Chen (who have worked together professionally and forged a friendship beyond the set) through jetways and baggage claims, across separations and reunions.

Sabato De Sarno’s vision as creative director of Gucci is one that eschews all aspects of fantasy that characterized the house previously – yet he makes up for this seeming lack by finding elegance in the details of everyday life. The narrative of this campaign is exceedingly familiar, and while people who expect from fashion campaigns something they can’t see just by going to the airport may not appreciate it, the styling and atmosphere excellently come together to show how beautiful design and craft heritage transform these familiar stories into something transcendent.