Sabato De Sarno - Gucci (Video Ufficiale)

Sabato De Sarno isn’t just shaping Gucci’s future—he’s redefining how the brand balances innovation with its storied heritage. Since taking over as creative director, De Sarno has focused on reinvention without alienation, crafting collections that feel contemporary yet deeply connected to Gucci’s roots.

His debut collection, Ancora, unveiled at Milan Fashion Week in September 2023, marked a significant departure from Gucci’s recent theatricality. The show spotlighted a refined, pared-back aesthetic: sharp tailoring, minimalist palettes, and archival revivals like the 1970s Blondie bag, all reimagined for today’s wearer. Critics and audiences alike hailedAncoraas a bold yet thoughtful statement, signaling a fresh chapter for the house.

Born in Naples, De Sarno’s journey to the pinnacle of fashion began with formative stints at Prada, Dolce & Gabbana, e Valentino, where he rose to Fashion Director for men’s and women’s ready-to-wear. This foundation honed his ability to merge sophistication with ease—a hallmark of his work at Gucci. “I’m the opposite of conceptual,” he once noted, underscoring his dedication to creating wearable, real-life luxury.

De Sarno’s vision has already brought several highlights, including the introduction ofGucci Notte, an eveningwear line showcased at the 2024 LACMA Art+Film Gala. With a nod to old Hollywood glamour fused with contemporary lines, the collection exemplifies his talent for reinvigorating tradition while keeping it relevant. His campaigns, compreso ilGucci Gift serie, further reflect his artistic sensibilities, drawing inspiration from figures like Jannis Kounellis and blending storytelling with luxury.

Signature elements likerosso ancora—a striking burgundy—and tailored athleticism continue to define his evolving Gucci. Under De Sarno’s leadership, the brand isn’t just holding onto its legacy; it’s proving that heritage and innovation can move hand in hand. Gucci’s new chapter feels at once timeless and distinctly now.

ExploreGucci’s latest collections to experience the creative revolution under Sabato De Sarno.