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Gucci introduces The Original Sinner

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Gucci introduces The Original Sinner images courtesy Gucci Gucci unveils The Original Sinner, a new campaign starring Global Brand Ambassador Jannik Sinner, built around a playful wordplay that mirrors his singular presence both on and off the court. The House continues its long dialogue with the world of tennis, reimagining its iconography through an athlete whose approach to the game feels instinctive, modern and unmistakably his own. Sinner inhabits the campaign with the same quiet intensity he brings to competition. Sport and style, heritage and modernity, all carried with an ease that defines what it means to be an original. A tennis ball reimagined as an apple becomes the visual signature, a symbol of both his precision and the fresh, irreverent spirit he brings to fashion. For over fifty years, tennis has shaped Gucci’s aesthetic language, from its first accessories in the 1970s to the contemporary codes seen today. Throughout his journey with the House, Sinner has challenged expectations, from historic victories to the moment he stepped onto the court carrying a custom Gucci duffle, merging performance with personal expression. With The Original Sinner, Gucci explores the evolving space where athleticism meets individuality, capturing a mood that is timeless yet forward looking. A campaign defined by confidence, character and the unmistakable presence of an athlete in a league of his own.

News, Uncategorized

Kate Moss for the Gucci Borsetto

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images courtesy Gucci Kate Moss for the Gucci Borsetto Gucci introduces a new campaign that turns its attention to the instinctive pull between a person and the bag they carry. At the center is Kate Moss with the Borsetto, photographed by Mert and Marcus in a series of portraits that focus on presence, texture and the quiet authority of a classic silhouette. The Borsetto appears in GG Canvas, brown suede and black leather, each version styled to echo the bag’s character through pared‑back Gucci looks. The images strip away distraction, leaving Moss and the Borsetto in a direct, almost intimate frame that highlights the bag’s structure, surface and unmistakable identity. The campaign extends into film directed by Bardia Zeinali, where the Borsetto multiplies and accumulates around Moss, reinforcing the idea that a bag can occupy the mind as much as the wardrobe. Across stills and motion, the Borsetto remains the focal point. Materials, shapes and signatures repeat, returning again and again to the bag that defines the scene.

Fashion Articles, Uncategorized

It’s Gucci by Demna

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It’s Gucci by Demna Last week ended with a show stopper. Demna presented his first collection for Gucci — and it marked a clear new direction. Focused, precise, and all about the product. The collection introduces lighter, body-aware silhouettes with seamless construction, invisible edges, and curved hems that follow the natural shape of the body. It opens with a white seamless minidress — simple, confident, and strong. The tailoring feels fluid and easy, designed to move from day to night. Jackets are styled with skirts, leggings, or trousers, showing versatility. Hybrid pieces stand out: trackdresses, leggings fused with trousers, and ultra-fitted garments that merge tops and jackets into one. Volume appears through feather details and soft leather pieces, while sculpted silhouettes subtly reference classical statues. Eveningwear brings bold energy — high slits, embellishment, and a backless gown revealing a diamond GG thong. Accessories update Gucci icons with a practical twist, including a sleeker Bamboo 1947 bag and the new minimalist Manhattan sneaker. At its core, this collection is about clarity and wearability. Strong design. No over-explaining. Just Gucci — redefined by Demna.         images courtesy Gucci

Gucci: La Famiglia: Inside the First Chapter of a New Era
Fashion Articles

Gucci: La Famiglia: Inside the First Chapter of a New Era

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Gucci: La Famiglia: Inside the First Chapter of a New Era Gucci enters 2026 with a troupe of personalities rather than a single muse. La Famiglia, the House’s newly unveiled campaign, introduces a wardrobe shaped by character, attitude, and inheritance, offering a first glimpse into the world Demna is beginning to define for Gucci. Unapologetically sexy, extravagant, and precise the collection signals a purposeful shift that feels entirely of the moment. Captured through Catherine Opie’s lens, the campaign reads like a contemporary family portrait. Each figure stands as an individual, yet together they form a shared identity bound by aesthetic codes, gestures, and a distinctly Italian sense of presence. This is the new era of Gucci, lived not only worn. La Famiglia brings Gucci’s archive to life through personality, not nostalgia. Incazzata burns bright in a vivid 1960s inspired little red coat. Gallerista moves with quiet authority in black, carrying a re proportioned Bamboo 1947. In menswear, Direttore’s tailoring and Principino’s effortless presence turn dressing into confidence and pleasure. Sprezzatura runs through every gesture. Stepped in leather mules, relaxed silhouettes, clothes are worn, not performed. Sensuality is in the air, unspoken and natural. While Demna’s full vision for Gucci will be revealed in February, La Famiglia functions as a deliberate prologue. A study in archetypes, desire, and continuity, it hints at the new language of Gucci to come. Available in Gucci stores worldwide and on gucci.com from January 8. Image Courtesy of Gucci

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