Since taking the helm as creative director of Gucci in early 2023, Sabato De Sarno has faced a series of challenges that have made it difficult for him to establish a strong brand presence. Despite his efforts, including an ambitious advertising campaign, the luxury fashion house has struggled with declining sales and a lack of impactful imagery. Even high-profile campaigns shot by renowned photographers like David Sims and Mario Sorrenti, featuring a cast of fresh talent, have not yielded the desired results. The recent launch of the Gucci Gift 2024 campaign for the upcoming holiday season has yet to show signs of improvement, raising questions about the brand’s marketing strategy. To rekindle interest, De Sarno enlisted Kendall Jenner as the campaign’s face, alongside stars such as Jessica Chastain, Hiandra Martínez, Lineisy Montero, and Ni Ni. The campaign, captured by Anthony Seklaoui, opens with a tribute to The Savoy hotel in London, the place where Guccio Gucci began his journey as a porter.

Exploring the 2024 Gucci Gift Campaign: A New Era for Luxury Branding

Dive into the Reactions of Fashion Enthusiasts on theFashionSpot Forum

“Tragic! Having Kendall Jenner represent Gucci feels utterly uninspired and LAME. The artistic direction seems to resonate more with mid-range US department store aesthetics rather than the luxury image Gucci once held dear. It’s baffling how Kering can’t see their brand’s image fading,” commented user Frederic01.

Another member, tigerrouge, added, “Gucci may proclaim their status as a luxury brand, but their desperation for seasonal profits is evident. They’re willing to promote themselves on par with brands like Kate Spade or Michael Kors, which is alarming.”

Yasouss expressed disappointment, stating, “I’ve seen far more engaging holiday advertisements from Tommy Hilfiger! This isn’t what I expect from Gucci.”

Another forum participant, MDNA, criticized the overall aesthetics, saying, “The setting appears really cheap and lacks the sophistication that Gucci is known for.”

Hchloe shared their discontent, remarking, “This feels so depressing and uninspiring, which is disappointing for a brand of Gucci’s stature.”

“This is completely off the mark. It’s just wrong on so many levels,” exclaimed user GivenchyHomme.

“This campaign reflects an astonishing lack of creativity. It feels so uninspired that even a department store would likely pass on it,” lamented ah ah.

Explore more captivating visuals from the Gucci Holiday 2024 advertising campaign and engage in the ongoing discussion on this topic, here.