Sabato De Sarno’s debut fall campaign for Gucci has arrived, and in addition to revealing the creative director’s refreshingly seductive vision for the brand, the photos serve as a North Star, guiding us towards what could be next season’s most-coveted handbag: the Gucci B bag.
The relaxed contours of the design are reminiscent of a horse saddle, and its oversized shape nearly covers model Loli Bahia’s frame in the campaign images. The suede double-G creation is anchored on all four corners with an Italian leather trim and topped off with a shoulder strap that’s fastened in place by golden hardware.
If the silhouette looks familiar, that’s because it was inspired by a few archival predecessors. The modern design revives a style that was first spotted in the mid-1950s in a Gucci artisan’s notebook, combined with a similar design that was featured in catalogs and worn by Irish literary and theatre icon Samuel Beckett in the 1970s.
A 1972 catalog photo from Gucci’s archive.
An archival predecessor.
What’s also worth noting is De Sarno’s continued commitment to delivering refined wardrobes staples—like the plush knit gray sweater and camel coat worn by Alaato Jazyper Michael, for instance. Plus, there’s still a hint of maximalism via the logo-adorned shiny red leather jacket modeled by Jiahui Zhang and the skin-flashing lace dress on Bahia.
An Exclusive Look at Gucci’s Fall 2024 Campaign
We’ll have to wait until September 5 to shop the full collection, including the reimagined Gucci B Bag. But until then, the house’s current offerings and pre-fall collection are giving us everything we need to get through the transitional season.
Alexis is the Commerce Content Lead at ELLE.com. In this first-of-its-kind role, she gets to combine her love for shopping with her obsession for innovative content strategy. Alexis is constantly thinking of new ways to elevate the online shopping experience. And when she’s not browsing the market for the latest fashion trends, you can find her nerding out listening to a business podcast or taking a long hot girl walk.