Gucci Focuses on Heritage and Celebrity
Gucci is continuing its strategy of centering brand narratives on heritage and celebrity ambassadorship. The house is positioning its new Borsetto bag as a modern classic by mining its own history. Concurrently, Gucci launched a new editorial campaign, "Candid Moments," featuring brand ambassador Gulf Kanawut Traipipattanapong to build cultural resonance.
- The "Candid Moments" campaign is part of a broader strategy under Creative Director Sabato De Sarno to present a more intimate and personal side of the brand, moving away from the previous era's maximalism. The editorial, created with culture magazine *The Face*, features Thai actor Gulf Kanawut Traipipattanapong in De Sarno's Fall/Winter 2024 collection. - This strategic shift occurs as Gucci parent company Kering aims to reverse declining sales; Gucci's comparable revenue fell by 10% in the fourth quarter of 2025, marking the tenth consecutive quarter of decline. The company has set a goal to return to growth and improve profit margins in 2026. - The Borsetto bag's design is a direct reference to Gucci's archives, specifically incorporating the iconic Horsebit hardware that first appeared in the late 1940s. Its name combines the Italian words for bag ("borsa") and the Horsebit ("morsetto"), signaling a focus on core brand codes. - Gulf Kanawut's appointment in March 2024 made him Gucci's first male brand ambassador from Thailand, joining actress Davika Hoorne. This is part of a wider expansion of Asian celebrity ambassadors, which also includes Thai star Billkin Putthipong, China's Xiao Zhan, and India's Alia Bhatt. - Sabato De Sarno's creative direction emphasizes wearability and a refined "Italianity" over the overt theatricality of his predecessor, Alessandro Michele. This pivot towards "quiet luxury" has been a deliberate attempt to reconnect the house with its heritage of craftsmanship and timelessness. - However, De Sarno's tenure was short-lived, as he stepped down in February 2025 after just two years. His minimalist approach did not produce the desired commercial results, with sales declining significantly during his time as creative director. - The Borsetto bag is being positioned as a versatile, everyday classic, available in materials like suede, leather, and GG Monogram canvas. Its promotion has heavily featured models like Alex Consani and Vittoria Ceretti in street-style contexts to embody an "on-the-go" feel.
