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“I want people to fall in love with Gucci again,” said Sabato De Sarno in a recent interview. After recently succeeding the brand’s former creative director, Alessandro Michele, a larger-than-life presence who put his eccentric stamp on Gucci, De Sarno’s appointment marks a major shift for the Italian luxury house. Now, after waiting with bated breath, the world is set to explore the new world of Gucci under the designer’s watchful eye—and the stakes couldn’t be higher.
Taking the reigns at Gucci, Kering‘s $10 billion horse, only a few months ago, De Sarno has had to quickly realise where he wants to take the brand. With a debut collection for Spring/Summer 2024 set to be revealed soon at Milan Fashion Week, the designer has already offered a glimpse into what we have in store.
Speaking of his intentions for Gucci, De Sarno, a graduate of Milan’s Istituto Secoli, with stints at Prada and Dolce & Gabbana before more than ten years behind the scenes at Valentino, has shared his hopes to rekindle the Italianness of the Italian brand. This new chapter for Gucci will explore its rich archive and reinforce the house’s “fashion authority”, as Marco Bizzarri, the company’s then-CEO, said regarding De Sarno’s appointment.
And as someone who holds the brand near and dear to their heart—De Sarno still possessed a Tom Ford-era jacket that sent him on the path to fashion—the designer is set to ground Gucci’s aesthetic back to its glorious heritage. Which is why he titled the collection as ‘Ancora’.
“Ancora means a lot of things,” he explained in an interview. “It means again, but it’s also more personal; it’s not something you lost; it’s something that you still have, but you want more of it because it makes you happy.”
Colour us extremely intrigued! Luckily, there’s not long before the show commences. And even luckier, the show will be available to watch live from wherever you are in the world.
Watch the Gucci Spring/Summer 2024 show live from Milan below on September 22nd, 11 pm (AEST).
