Gucci channels spirit of giving

November 18, 2024

The first chapter was released on Nov. 8. Image credit: Gucci/Anthony Seklaoui

Italian fashion label Gucci is uplifting holiday cheer with its latest series of promotional films.

The 2024 Gucci Gift campaign, launched this month, is spread across four distinct chapters, each showcasing a different aspect of the season of giving, while simultaneously spotlighting the maison’s varied assortment of luxury goods. For the effort, creative director Sabato De Sarno tapped a global, multidisciplinary cast, including brand ambassadors, an Academy Award winner, an accomplished athlete, models and a reality TV star.

Warm for the winter
Each episode of the Yuletide marketing efforts displays a different segment of Gucci’s prestige products, with the first focusing on travel favorites from the company’s extensive catalog.

Heritage pieces spanning luggage, handbags and ready-to-wear make an appearance within Stories from The Savoy, each sported by high-profile talents. Global brand ambassador and Chinese actress Ni Ni stars in the film and still imagery alongside American supermodel Kendall Jenner, Oscar-winning actress Jessica Chastain and film producer Danielle Pizzorni.

Gucci presents “Stories from The Savoy”

Each of the recognizable faces, aside from Ms. Pizzorni, has a history with the maison, all having represented the label in campaigns dating back as far as the mid-2010s.

The first chapter, while shining a light on iconic pieces and designs from Gucci’s storied past, also delves into the company’s defining moments, specifically referencing founder Guccio Gucci's time working at The Savoy hotel in London before establishing his first atelier in the early 1920s. The location was also highlighted in the recently released marketing push for Gucci’s Cruise 2025 collection (see story).

Quick cuts and still photography capture a bustling lobby, with Ms. Jenner and Ms. Chastain serving as the central characters. At the end of the 30-second spot, Ms. Jenner enters an elevator which takes her to the frosty setting of the second episode of the series, titled “To the Mountains.”

Gucci presents “To the Mountains”

In the latest entry of the campaign to date, Scottish mother-daughter model duo Kirsty and Violet Hume take on the leading roles, with both appearing alongside a multitude of celebrities atop a snowy hillside. The short film ends with Violet placing a GG Marmont bag in the back of a van, potentially to deliver the luggage to the promotion’s third chapter.

Outerwear is the focal point of To the Mountains, with still photos depicting Ms. Jenner, the Humes and brand ambassador and Italian tennis player Jannik Sinner in an assortment of cold weather clothing.

Two more episodes of Gucci Gift 2024 are planned, with release dates set for sometime later this holiday season. Hungarian filmmaker Marcell Rev directs the advertisements, with French photographer Anthony Seklaoui behind the lens of the multi-faceted release.

Alongside the visuals, the label has unveiled two holiday gift guides, for men and women, respectively.

High-end holidays
Gucci’s approach to festive marketing is stylistically varied, featuring multiple motifs prominent in year-end advertising.

Stories from The Savoy serves as a reference to vintage imagery, a popular avenue maisons take to appeal to consumers’ nostalgic sensibilities. U.S. retailer Saks’ new Gifts of Delight initiative is an example of this (see story).

Gucci’s latest campaign is set to American rock band Blondie’s live version of “I Feel Love,” recorded in 1980. Image credit: Gucci/Anthony Seklaoui

Meanwhile, To the Mountains merges throwback codes with contemporary marketing sensibilities. Italian fashion house Miu Miu’s Irreverent Wonder holiday 2024 campaign does much of the same, combining modern minimalism and sustainability with Christmastime familiarity (see story).

Time will tell what facets the remaining episodes of Gucci Gift 2024 choose to adapt.

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Gucci channels spirit of giving

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