Subsequent to joining Gucci as creative director in early 2023, Sabato De Sarno has been unable to catch a break. Under the Italian designer’s direction (in addition to declining sales), the luxury Italian fashion house’s advertising campaign imagery has seen better days. Not even campaigns lensed by David Sims and Mario Sorrenti (often starring a bevy of fresh-faced talents) have sufficed. Umpteen campaigns later, there are zero signs of improvement with chapter one of the Gucci Gift 2024 campaign for the festive holiday season ahead. In an attempt to generate buzz, De Sarno brought back Kendall Jenner as the face of Gucci, who is joined by Jessica Chastain, Hiandra Martínez, Lineisy Montero, and Ni Ni. The cast poses for Anthony Seklaoui, with the campaign opening up in a tribute to The Savoy in London (a nod to the hotel where founder Guccio Gucci worked as a porter).

“Tragic! Kendall Jenner for Gucci is so LAME. Don’t get me started on the artistic direction which is giving mid-range US department store. And Kering wonders why their brand keeps sinking,” Frederic01 voiced.

“Gucci believe they’re at a luxury level, but they’re so hungry for those seasonal profits, they’re willing to advertise on the level of Kate Spade or Michael Kors,” tigerrouge chimed in.

Yasouss stated: “I’ve seen better holiday ads from Tommy Hilfiger!”

“The setting looks really cheap,” noted forum member MDNA.

Hchloe wasn’t best impressed either. “God this is so depressing,” they shared.

“This is wrong. So, so wrong,” GivenchyHomme exclaimed.

“This campaign shows an astonishing lack of creativity. It feels so uninspired that even a department store would pass on it,” shrieked ah ah.