Gucci Releases Its New Valigeria Campaig
Gucci Releases Its New Valigeria Campaign

After Kendall Jenner and Bad Bunny, the Italian houses spotlights actors Ni Ni and Chang Chen 

Sabato De Sarno keeps giving. Since his debut show in September, Gucci's recently appointed creative director has been the subject of much chatter amongst fashion folk. Not least for his clean and sensual take on the Italian house’s mighty portfolio that’s a stark contrast to his predecessor Alessandro Michele’s maximalist outlook. But also, for the potency with which he rolls out assets.   


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Case in point, Gucci’s Valigeria Campaign. In an ingenious move, the previous iteration featured then ‘it’ couple Kendall Jenner and Bad Bunny—who may be done but left behind everlasting, iconic visuals. This time around, Chinese actress Ni Ni and Taiwanese actor Chang Chen are Gucci’s chosen duo. Both celebrities in their own right; it wasn’t enough for Sarno, who envisioned the campaign, to simply put the Love and Destiny stars together. Rather, he delved deeper to signify the genuine and endearing friendship that exists between them in real life. Captured in a vacant airport, the images depict the actors reuniting for a trip as friends, departing from and arriving at a location. Striking visuals mimic paparazzi-like shots clicked by photographer Anthony Seklaoui. In every still Ni and Chen carry flagship pieces from the Gucci Savoy collection.  


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The Gucci Savoy collection, which is part of the House’s wider Gucci Valigeria travel selection, sees trolleys, suitcases, trunks, duffle bags, garment bags, bowling totes and more, carrying the House’s unmissable motifs, especially the beloved GG monogram—with accents popping by way of neon leather trims, detachable key holders and ID tags. Sarno at each turn retains the Valigeria line’s rich heritage, while putting a contemporary stamp through electric leather duffels in fluorescent hues of pink, yellow, blue and orange. In essence, he’s letting you know that whether you go classic or crazy bright, all eyes will enviably remain on you at an airport, or pretty much anywhere you go.  

*The House’s travel collections including the Gucci Savoy line are available in select boutiques across the world and on The new neon styles will arrive in stores and online later this year.  


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