In the first campaign for de Sarno and the iconic Valigeria travel bags, the pair pose for the lens of Anthony Seklaoui. Bringing a 90s air to the campaign, an element we also saw in the new artistic director’s debut at Milan Fashion Week, the Gucci campaign steals the show for all the right reasons. Bringing a down-to-earth feel to the overall style of the campaign with the signature high-end style that the Italian label is known for, Kendall Jenner and Bad Bunny prove to be a dynamic duo.
The adorable photos of them embracing, while Kendall sits on a trolley filled with Gucci bags, wearing matching navy blue ensembles, are the highlight of the campaign. These “spontaneous” poses (from what it seems at least), contrast with the high fashion images that everyone has for themselves. Meanwhile, a video-reel that the house uploaded to its account, has the polished feeling of the fashion campaigns we saw in the 90s and 00s.
Bad Bunny, on the other hand, perfectly matches the talent of Kendall Jenner, who as a professional model could have focused all the attention on her. A little bit of their good chemistry, a little bit of the “multitool” that is Bad Bunny who does well with whatever he tackles and no one in the campaign overshadows the other
On the contrary, this “partnership” looks effortless and awfully cool. And it’s the perfect marketing for Gucci and its new artistic director, especially after the controversial views on the Spring 2024 collection he recently presented in Paris.
It was there that we also saw Kendall Jenner and Bad Bunny make a joint appearance, sitting in the front row of the show. Now we understand why they decided to go together.
In any case, this is an important moment and an equally important campaign for Sabato de Sarno , because of the huge history that Valigeria suitcases have.
A few words about the history of the iconic Gucci Valigeria suitcase
The founder of Guccio Gucci was the one who designed this suitcase in 1921 . Although the house until then had focused on the creation of leather goods, including bags as well as suitcases and other accessories, it was in the 50s and 60s that it became known worldwide for the luxury travel bags it designed.
It was then that Valigeria became the It travel bag , a suitcase that was – and still is – much more than a simple bag to carry one’s clothes. Gucci Valigeria is a status symbol and reminds the world of the timeless craftsmanship of the Italian house. It is a big part of the house’s heritage and is a luxury accessory that many would love to have in their wardrobe.
Through this campaign with Kendall Jenner and Bad Bunny, however, what de Sarno (who edited the concept of the project) succeeds in “marrying” the charm and luxury that characterizes Gucci Valigeria with the intimacy of couple and which can also be seen in the photos. A very good start for de Sarno and a smart way for the couple to formalize their relationship, on their own terms.