In the latest installment of the Gucci Valigeria campaign, Creative Director Sabato De Sarno brings to life a vibrant narrative of travel, serendipity, and heritage. The campaign features Global Brand Ambassador Ni Ni and Chang Chen, captured in an airport scene that embodies the special beauty and familiarity found in travel. This chapter of the campaign is a celebration of the connections we forge on our journeys, particularly when we encounter friends who feel like family.
The luggage presented in the campaign highlights Gucci’s historic craftsmanship and iconic House codes. The GG monogram and the Web pattern are prominently featured, symbolizing the brand’s enduring legacy. The campaign portrays the Gucci Savoy bag, a nod to the House’s rich travel narrative which began in the early twentieth century. This history traces back to when Guccio Gucci, the House’s founder, worked as a luggage porter in London, an experience that influenced his future endeavors in luxury travel goods.
Classic travel silhouettes are reimagined with bold palettes and neon accents, blending traditional design with modern flair. The GG monogram, inspired by Guccio Gucci’s initials, signifies his dream of creating luggage that would proudly bear his name. The Gucci Savoy hard-sided trunks draw inspiration from the original pieces that Guccio and his artisans crafted when he opened his first shop in Florence in 1921.
The campaign is brought to life by the creative talents of designer Sabato De Sarno as creative director and Riccardo Zanola as artistic director. Photographer Anthony Seklaoui captures the essence of the campaign, while Director Jeremy Z. Qin adds a cinematic quality to the storytelling. The campaign is set to the tune of “Sims 2” performed by Coco & Clair Clair, adding a modern and rhythmic backdrop to this journey through Gucci’s travel legacy.
