Fashion - April 29, 2024

Gucci’s new global campaign featuring Xiao Zhan


Here’s a new chapter in Gucci‘s story with the launch of its latest global campaign, a tribute to the bond with Xiao Zhan, Global Ambassador of the Brand. Led by the vision of the brand’s new Creative Director, Sabato De Sarno, this campaign harmoniously blends timeless narratives with current stories, transporting the Maison into the vibrant urban landscape of Milan.

Through the lens of Tyrell Hampton, each shot exalts moments and places perfectly capable of capturing the authentic essence of Xiao Zhan’s experience in the Lombard capital, evoking a sense of deep connection.

Images from Gucci’s global campaign featuring Xiao Zhan

Thus, Milan, with its incredible charm, has witnessed unforgettable moments for Xiao Zhan (since his first trip to Italy in 2019). Today, through a series of images and videos, the artist creates new memories with the iconic Gucci bag: the Horsebit 1955. Renowned for its equestrian-inspired aesthetic and its elegant silhouette, this bag delicately whispers the story of Italian craftsmanship signed by Gucci.

“In every frame, the bag transforms from a simple accessory to a travel companion.”

Accompanying this accessory is the Gucci Re-Web, the first sneaker designed by Sabato De Sarno for the Maison. With the Web stripe, a historic emblem of the brand, prominently featured on the classic silhouette. This campaign is not only a tribute to fashion and style but also a celebration of the deep connection between Gucci, Milan, and Xiao Zhan.


Images courtesy of Gucci

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