On Saturday, new Gucci inventive director Sabato De Sarno supplied a glimpse of his imaginative and prescient for the stalled Italian megabrand, posting a picture from a excessive jewelry marketing campaign starring mannequin Daria Werbowy to his private Instagram account.
The visible, shot by photographer David Sims and styled by Alastair McKimm, options Werbowy curled up subsequent to the pool at Los Angeles’ Chateau Marmont resort carrying outsized, gold assertion earrings and subtly branded black bikini briefs.
Little had been heard from De Sarno since he was named successor to former Gucci designer Alessandro Michele in January. And with solely weeks to go till his catwalk debut in Milan subsequent month, some trade insiders had been left scratching their heads.
The advert’s stripped-back aesthetic, together with the casting of Werbowy, who appeared in a 2004 marketing campaign for Tom Ford’s Gucci and have become the face of Phoebe Philo’s Céline earlier than retiring in 2016, is consistent with Gucci’s makes an attempt to bolster its high-end credentials as it really works to transition from what mother or father firm Kering has described as an period of fashion-driven “reinvention” to a brand new chapter of “sustainable elevation.”
Kering has confronted mounting stress over a number of years of underperformance at Gucci, which grew second-quarter gross sales a mere 1 p.c.
As Gucci’s CEO Steps Down, Saint Laurent’s Chief Steps Up
Marco Bizzarri led the Italian luxurious big by a historic enlargement earlier than the enterprise struggled to bounce again from the pandemic. Guardian firm Kering introduced the transfer as a part of a broader government shakeup after which Saint Laurent CEO Francesca Bellettini will oversee all of the group’s manufacturers.