Gucci‘s Fall/Winter 2024 men’s campaign, shot by photographer David Sims, showcases a minimalist approach that highlights the essence of modern masculinity. The collection, curated by newly appointed Creative director Sabato de Sarno, features a mix of familiar faces from the runway era of the early 2000s, such as Clément Chabernaud and George Barnett, alongside fresh talent like Finn Collins, Joel Ortiz, Junyeong Baek, Martin Miller and Modou Wade.
The campaign’s cross-generational casting reflects the Gucci man as a man of many generations. The imagery, complemented by Thibault Della Gaspera’s cinematography, focuses entirely on the clothes and the people wearing them, allowing their personalities to shine through.
The collection itself is a masterful reimagining of everyday wardrobe staples. Hardware-fused ties, paired with form-fitting trousers and trimmed leather gloves, exude an air of refined elegance. Double-breasted suits in bold red monogram prints make a striking statement, while cropped hoodies, shiny trench coats and bedazzled knitwear offer a fresh take on classic pieces. Low-slung embroidered tank tops, patterned uniforms and oversized bomber jackets complete the look, with de Sarno’s oversized take on Gucci‘s iconic Jackie bag serving as the perfect accessory.
The accompanying short film adds depth to the campaign, offering a glimpse into the stories and aspirations of the diverse cast. As they share their reflections on the kind of men they aspire to be, the film reinforces the collection’s theme of redefining modern masculinity.
The team behind the campaign includes stylist Alastair McKimm, art director Riccardo Zanola, hairstylist Duffy, make-up artist Lucia Pieroni and casting director Samuel Ellis Scheinman.
Read more: Gucci Spring/Summer 2025 – Milan Fashion Week Men’s
