Gucci Unveils ‘Ancora’ Inspired by the 90s

Gucci Unveils ‘Ancora’ Inspired by the 90s

News by Roberto Orosa
Published: January 08, 2024

Gucci just unveiled its latest campaign "Gucci Ancora," introducing the debut collection of creative director Sabato De Sarno.

In a departure from the industry norm of enlisting high-profile ambassadors like Billie Eilish, Paul Mescal and Kendall Jenner, De Sarno opted for a group of relatively unknown faces who had exclusively graced the runway during his inaugural show last September at Milan Fashion Week.

This move shifts the focus from the social media influence of the models and prioritizes the product itself.

The campaign, shot by renowned photographer David Sims, features Ana Rossolovich, Fadia Ghaab, Jiahui Zhang, Nyajuok Gatdet and Violet Hume showcasing key looks from the Gucci Spring 2024 collection.

What Inspired Gucci Ancora?

What sets this campaign apart is its nostalgic nod to the 1990s fashion aesthetic, a pivotal decade for De Sarno that greatly influenced his present creative vision for the brand.

Embracing the theme of sensuality, the Ancora collection encourages women to revel in their individuality.

"Sensuality conceived as an attitude of beauty, freedom and confidence becomes the overarching theme of a collection that extends a personal invitation to every woman — a call to live exactly in their own unique way, to revel in the distinct emotion that only fashion can inspire: ancora," Gucci explained in a statement.

With Ancora, De Sarno is determined to "fall in love with fashion all over again. Ancora is a word that you use when your desire is not over yet, whether it’s a kiss or an embrace, or making love; it’s as if you own something and you want more of it," the creative director told WWD.

 
 
 
 
 
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The new collection will be composed of tailored coats, super-short shorts, logo hoodies, body-skimming tanks and knit sets on display — pieces that reflect De Sarno's pared-back vision and clean, leggy silhouettes.

Notable in the campaign are the embossed pencil skirts, pumps, and the iconic Jackie bag rendered in the signature Rosso Ancora burgundy hue.

The term "Ancora" extends beyond the campaign, marking De Sarno's foray into eveningwear and menswear, which was unveiled at the Gucci-sponsored LACMA Art + Film Gala in November. 

This campaign introduces a captivating collection and signifies a return to the roots for De Sarno, who previously set his first Gucci advertising campaign at the Chateau Marmont hotel in Los Angeles. 

 
 
 
 
 
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