Thursday, December 5, 2024

Gucci’s Fall 2024 Campaign Spotlights the Viral It Bag That Will Be Everywhere Next Season

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gucci fall 2024 campaign

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Photo: Courtesy of Gucci

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Sabato De Sarno’s debut fall campaign for Gucci has arrived, and in addition to revealing the creative director’s refreshingly seductive vision for the brand, the photos serve as a North Star, guiding us towards what could be next season’s most-coveted handbag: the Gucci B bag.

The relaxed contours of the design are reminiscent of a horse saddle, and its oversized shape nearly covers model Loli Bahia’s frame in the campaign images. The suede double-G creation is anchored on all four corners with an Italian leather trim and topped off with a shoulder strap that’s fastened in place by golden hardware.

If the silhouette looks familiar, that’s because it was inspired by a few archival predecessors. The modern design revives a style that was first spotted in the mid-1950s in a Gucci artisan’s notebook, combined with a similar design that was featured in catalogs and worn by Irish literary and theatre icon Samuel Beckett in the 1970s.

gucci b bag archival photos

Photo: Courtesy of Gucci

A 1972 catalog photo from Gucci’s archive.

gucci b bag archival photos

Photo: Courtesy of Gucci

An archival predecessor.

What’s also worth noting is De Sarno’s continued commitment to delivering refined wardrobes staples—like the plush knit gray sweater and camel coat worn by Alaato Jazyper Michael, for instance. Plus, there’s still a hint of maximalism via the logo-adorned shiny red leather jacket modeled by Jiahui Zhang and the skin-flashing lace dress on Bahia.

An Exclusive Look at Gucci’s Fall 2024 Campaign

gucci fall 2024 campaign the b bag

We’ll have to wait until September 5 to shop the full collection, including the reimagined Gucci B Bag. But until then, the house’s current offerings and pre-fall collection are giving us everything we need to get through the transitional season.

Shop Gucci’s Pre-Fall Collection

B Large Shoulder Bag

Gucci B Large Shoulder Bag

B Large Shoulder Bag

Gucci B Large Shoulder Bag

Denim Pant With Gucci

Gucci Denim Pant With Gucci

 Horsebit Wedge Loafer

Gucci Horsebit Wedge Loafer

Padlock Small Shoulder Bag

Gucci Padlock Small Shoulder Bag

GG Wool Jacquard Jacket

Gucci GG Wool Jacquard Jacket

Blondie Cut-out Ring With Pearl

Gucci Blondie Cut-out Ring With Pearl

Horsebit Slingback Ballet Flat

Gucci Horsebit Slingback Ballet Flat

Jackie 1961 Small Shoulder Bag

Gucci Jackie 1961 Small Shoulder Bag

Geometric Frame Sunglasses

Gucci Geometric Frame Sunglasses

Viscose Jersey Hooded Sweatshirt

Gucci Viscose Jersey Hooded Sweatshirt

Strappy Leather Ballet Flat

Gucci Strappy Leather Ballet Flat

GG Cotton Gabardine Skirt

Gucci GG Cotton Gabardine Skirt

Tote Bag With Hook Closure

Gucci Tote Bag With Hook Closure

Lettermark

Alexis is the Commerce Content Lead at ELLE.com. In this first-of-its-kind role, she gets to combine her love for shopping with her obsession for innovative content strategy. Alexis is constantly thinking of new ways to elevate the online shopping experience. And when she’s not browsing the market for the latest fashion trends, you can find her nerding out listening to a business podcast or taking a long hot girl walk.

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