Jessica Chastain in the first chapter of the Gucci Gift campaign. Courtesy of Gucci
Created by the Maison’s Creative Director, Sabato De Sarno, the campaign celebrates “those we call family.”
Jessica Chastain stars in the Gucci Gift campaign, set in the hotel where the Maison’s story began. Like many great cities of the world, London is crossed by a river, the Thames—a famed waterway central to much literature (from Vanity Fair by William Makepeace Thackeray to Great Expectations by Charles Dickens) and vital to the lives of those who live along its banks. It’s no surprise then that on the website of The Savoy, London’s historic hotel, it proudly declares itself “the only five-star hotel on the banks of the Thames.”
Opened in August 1889, The Savoy became a central point for the “beautiful world” that moved, traveled, and mingled. It’s the cradle of many stories, including that of Gucci. Many years ago, a young Guccio Gucci was hired as a porter at the hotel, a role that allowed him to absorb the elegance of the guests passing through, sparking a vision. Observing the refined luggage of the visitors, he conceived the idea of his own brand, built on the foundations of travel and exploration, inspired by the stories within each adventure.
Gucci Gift, the campaign crafted by Maison’s Creative Director Sabato De Sarno, fittingly starts here on London’s Strand and will unfold over four chapters during the holiday season. The concept centers around the idea that moments of joy shared with those we call family (by birth, fate, or choice) become lasting memories that resonate well beyond the end of the festivities. Bonds of affection and love thus transform the meaning of the gift, reimagined as an exchange of sincere gestures between giver and receiver. The campaign stars global ambassadors and friends of the Maison, each chapter telling a unique story, with each seamlessly interconnected both thematically and aesthetically, building in a crescendo of joy. At the heart of it all is the joy and warmth of sharing, framing a series of tableaux vivants that give prominence and resonance to the latest ready-to-wear collections and iconic accessories.
The first chapter of this story stars Jessica Chastain, accompanied by her best friend, Danielle Pizzorni, whose presence immediately brings to mind the concept of a chosen family. This narrative also features some of the Maison’s most iconic models, such as the Jackie 1961 and the Bamboo 1947, worn by the Oscar-winning actress herself (awarded in 2022 for her role in The Eyes of Tammy Faye).
CREDITS
Creative Director : Sabato De Sarno
Art Director: Riccardo Zanola
Director : Marcell Rev
Photographer : Anthony Seklaoui
Stylist: Francesca Burns
Make Up: Diane Kendal
Hair : Shay Ashual
This article was originally published in Vogue Italia.
