Gucci has released its latest advertising campaign in collaboration with global brand ambassador Xiao Zhan, celebrating their 5th anniversary together. The campaign was shot in the city center of Milan, conceived by creative director Sabato De Sarno, with each scene telling a story of Xiao Zhan’s experiences in this city at a certain time and place, all connected through the lens of Tyrell Hampton. Flashback to 2019, Xiao Zhan set foot in Italy for the first time, witnessing the beginning of many unforgettable memories in Milan, including his first time wearing the Horsebit 1955 handbag.
On this day five years later, he created new memories with Gucci through a series of photos and videos. The Horsebit 1955 handbag accompanying Xiao Zhan is a classic of Gucci, known for its equestrian-inspired metal hardware and elegant design. The architectural beauty of Milan serves as a familiar backdrop, cleverly injecting the story with classic Italian charm. Along the way, the handbag has transcended its role as a mere accessory, becoming his companion as he explores Milan, creating multiple classic looks. In addition, the first pair of sneakers designed by Sabato De Sarno for the brand, Gucci Re-Web, also made an appearance in the advertising campaign. The Re-Web sneakers highlight the historic Web stripe in everyday footwear, becoming a must-have item for the new generation of Gucci signature pieces.
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