BEHIND THE STITCH: ALANI
June 21, 2024
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Solange Knowles and Tina Knowles-Lawson take center stage in Gucci’s 2024 Holiday Campaign, embodying elegance and familial warmth. Directed by Sabato De Sarno’s creative team, the campaign unfolds as a vibrant narrative set in a reimagined Savoy Hotel, where Gucci founder Guccio Gucci drew early inspiration.
The aesthetic combines rich red and gold tones with a checkerboard floor, creating a luxurious and festive backdrop. Solange and her mother, Tina, appear among an ensemble of stylish partygoers, adding a personal and relatable touch to Gucci’s opulent world.
The campaign celebrates the act of getting ready for grand celebrations, focusing on moments of preparation and connection. A short film highlights this theme, using the transitional space of an elevator to capture intimate yet glamorous exchanges.
With Blondie’s cover of Donna Summer’s “I Feel Love” setting a lively tone, the campaign balances Gucci’s signature extravagance with relatable holiday traditions.
The wardrobe emphasizes Gucci’s most giftable pieces, such as embellished evening wear, iconic bags, and bold accessories.
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By including Solange and Tina, Gucci leans into themes of family, connection, and cultural legacy, resonating with audiences beyond high fashion.
Their presence elevates the campaign into a heartfelt tribute to both familial bonds and personal style, aligning perfectly with the holiday spirit.
This marks yet another success for Gucci under De Sarno, blending classic elegance with contemporary storytelling to leave a lasting impression.
