Gucci’s New Designer Sabato De Sarno’s Fundamental Principles

At Milan Fashion Week, the brand’s newly appointed Creative Director, Sabato de Sarno, unveiled his inaugural collection. It was anticipated to transform the look and boost sales. He was expected to succeed, but people were hoping for more courage.

However, everything diverged slightly from the plan. A black carpet replaced the cobblestones, deep red spotlights replaced the afternoon sunlight, and the music from the speakers replaced the street and city background noise. The debut collection of Gucci’s new Creative Director, Sabato de Sarno, was originally scheduled to take place on the streets of Milan’s Brera district. However, due to a forecast of rain, the brand retained its location until the night before the show when an email arrived: plans changed, and the event would be held elsewhere.

So, fashion reporters, celebrities, friends, and family drove to the outskirts of Milan to the Gucci headquarters, known as the “Gucci Hub,” where they have hosted fashion shows for years. This did not alter the fact that this show was more highly anticipated than any other this season. It was evident that after the departure of former Creative Director Alessandro Michele, the new designer was expected to usher in a new era for Gucci, rejecting maximalism and focusing on more accessible, timeless luxury to boost sales.

Gucci’s newly appointed designer, Sabato De Sarno, has employed some basic design concepts and strategies in reshaping the brand’s image. Here are some of his fundamental principles:

1. Simplicity and Accessibility: De Sarno emphasizes minimalism, focusing design efforts on elements that are easier to understand and consume. He aims to move away from the brand’s previous maximalism, infusing fashion with more practical elements to cater to a broader range of consumer needs.

2. Timeless Luxury: The designer is dedicated to creating a style that is both timeless and luxurious, transcending fleeting fashion trends. Through classic tailoring and high-quality fabrics, he strives to craft enduring and collectible garments, emphasizing the enduring nature of fashion.

3. Fusion of Art and Fashion: De Sarno attempts to blend artistic and fashion elements in his designs, creating unique and art-inspired pieces. This creative fusion injects new vitality into the brand, making each piece a work of art.

4. Unexpected Elements and Creative Breakthroughs: Introducing unexpected elements and creative breakthroughs in the designs helps break traditional boundaries, resulting in eye-catching and innovative fashion. This spirit of innovation contributes to attracting a younger, more dynamic consumer base.

5. Immersive Experiences: De Sarno places importance on immersive experiences during fashion shows. By altering venues, music, and lighting, he creates a more dramatic and memorable fashion show environment, allowing the audience to deeply experience the brand’s culture and philosophy.

These fundamental principles aim to rejuvenate Gucci under De Sarno’s leadership while maintaining the brand’s uniqueness and innovation.