Fashion has a new name. Gucci has announced the appointment of Sabato de Sarno as Creative Director after the industry’s brightest job has been filled.
Events at Gucci are moving fast, and the brand is reeling from a recovery from “brand fatigue,” which was accused by Kering Group stablemate Saint Laurent of overshadowing last year’s growth.
Alessandro Michele, who ushered in Gucci’s glorious renaissance by aligning with Gen Z’s inclusive values and heroic energy, abruptly stepped down two months ago.
“I want men and women to feel authentic and free in their pursuit of themselves,” Michele once said of his mission at Gucci. Many celebrities have been involved in the role, including the successful Anthony Vaccarello.
De Sarno is a little-known name, but he comes to Gucci with a prestigious resume. He’s been a key figure in Valentino’s design studio for the past 13 years, during which time he’s gone from being synonymous with old-fashioned elegance to becoming one of the most talked about brands on social media, with the power to set trends around the world. I’m here.
From the Hollywood red carpet to the high street, when Valentino declared fuchsia to be the color of the season a year ago and sweet shades flooded the catwalk shows in Paris, summer when ‘Valentino Pink’ became the new black. It began. shop floor.
De Sarno has been promoted to a role overseeing the creative direction of Valentino’s womenswear and menswear. He is believed to have worked on the most famous wedding dress last year, worn by Nicola Peltz at her wedding to Brooklyn Beckham.
De Sarno’s first hints at Gucci’s look and feel came just in time for the announcement. Sabato means Saturday in Italian, and Kering announced its non-business day news on Saturday morning. It was the kind of esoteric and individualistic timing quirk appropriate for Michele’s time, when Gucci’s shows moved away from the traditional calendar and preferred to follow his “own rhythm.”
Observers may glean hints from this timing that De Sarno, like his predecessor, brings a personal touch to a strong brand.
Timing aside, De Sarno posted a simple portrait in the statement released showing him not smiling with his arms crossed, his hair cut short and wearing a plain black crew-neck sweater. Along with that, he revealed almost nothing.
“I am very honored to serve as Creative Director of Gucci. I am proud, thrilled and excited to contribute to the creative vision of the brand.”
The fashion industry waited eight months for De Sarno’s Gucci debut at Milan Fashion Week in September. It is understood that the team left behind by Michele will design a show scheduled to take place in Milan next month and a cruise collection in Seoul in May.
Gucci chief executive Marco Bizzarri said in a statement that De Sarno had “rich and relevant experience”. We will lead our creative team with a unique vision that will help us build on our rich heritage while reinforcing the Maison’s fashion authority.”
Gucci was encouraged to recall that their previous appointment, Michele, was, like De Sarno, an unknown name until given the top job. But De Sarno is a brand outsider. A very Italian appointment at a Maison whose Roman and Florentine backstory is a proud element of its reputation. Born in Naples, De Hesarno worked for Prada and Dolce & Gabbana before moving to Valentino in 2009.
