Shattering expectations Gucci, the iconic Italian fashion house, has once again captivated the world with its latest campaign, featuring the mesmerizing Hanni from the sensational K-pop group NewJeans. As Gucci's Global Brand Ambassador, Hanni effortlessly embodies the essence of the brand's timeless elegance and youthful charm, bringing a fresh perspective to the legendary Horsebit emblem.
The campaign, masterfully directed by Gucci's new Creative Director Sabato De Sarno, takes us on a journey through the streets of Seoul, where Hanni showcases her unique style and the versatility of the Horsebit 1955 bag and Horsebit 1953 loafers. The vibrant backdrop of the city perfectly complements the classic yet contemporary spirit of these iconic designs, bridging eras and showcasing Gucci's exceptional craftsmanship.
Gucci's heritage is deeply rooted in its equestrian past, with the Horsebit emblem serving as a symbol of the brand's rich history. Taken from a horse's bridle, the double ring and bar design has been a distinctive code for Gucci since the 1950s, gracing an array of collections, from bags and shoes to jewelry and ready-to-wear. The Horsebit 1955 bag, which Hanni continues to represent since 2022, is a testament to the enduring legacy of this iconic symbol.
In a groundbreaking move, Hanni becomes one of the first females to wear the Horsebit 1953 loafer in a Gucci campaign. Introduced in its eponymous year, the loafer represented a new idea of elegance—sporty, casual, and sensual—and its success was immediate. Today, the design continues to inspire the House's equestrian inspirations, with each Creative Director, including Sabato De Sarno, unveiling their own nuanced iterations to reflect the times.
The campaign also introduces three new Horsebit 1955 bags, crafted in different materials in Gucci Rosso Ancora and exclusive to South Korea. These stunning pieces showcase the brand's commitment to innovation while honoring its rich heritage.
Hanni's partnership with Gucci has been a match made in heaven since October 2022, highlighting the House's affinity for the arts and music. In March 2024, Hanni extended her role as the new Global Brand Ambassador for Gucci Beauty, bringing her charisma and playful personality to the forefront. With her confidence and unique style, Hanni perfectly represents the essence of Gucci's timeless elegance and youthful spirit.
As we witness the unveiling of this captivating campaign, it is clear that Gucci's legacy continues to reign supreme, with the iconic Horsebit emblem at the heart of its enduring appeal. Through the lens of Hanni's fresh perspective and the vibrant streets of Seoul, Gucci once again proves its ability to bridge the gap between tradition and modernity, creating a timeless narrative that will continue to inspire fashion enthusiasts around the world.