Gucci's Fall 2024 Campaign Prompts AOC's Research Into Lobotomies for Women AOC Fashion

Unlike most fashion commentary websites, AOC frequently introduces politics and social movements into our analysis. This is how we roll, and today is no different.

As authoritarian movements rise worldwide, we refuse to let brands behave like LiMu Emu & Doug in Liberty Mutual Insurance commercial. We fight the tendency of putting our heads in the sand, as our biggest brands drive dangerously drunk down the luxury highway.

I’ve searched for days to find something positive about Gucci’s Fall 2024 Campaign [IG] with models Alaato Jazyper, Jiahui Zhang and Loli Bahia. Riccardo Zanola acts as artistic director in images styled by Alasdair McKimm and lensed by David Sims [IG]. / Hair by Duffy; makeup by Lucia Pieroni

Gucci Creative Director Sabato De Sarno sits atop this campaign, as he methodically and slowly ponders his way out of the red-ink mess that is today’s Gucci brand.

There is no Formula 1 driver at the wheel.

Kering’s Financial Free Fall

The entire luxury market is under financial stress today. Not all brands are equally impacted; and not all luxury brands have their heads in the sand. Some are positioned to weather out the storm — like Louis Vuitton. Others are in freefall.

Global luxury brands Gucci and Burberry are vying for first place in this sea of red ink. Gucci — with its strong, leather-goods business — should not be in the same car-wreck pileup that includes Burberry, who does not have iconic handbags.

Not only has the Fall 2024 Campaign prompted AOC to investigate the history of brain lobotomies as a medical treatment for women disproportionally. Anne’s very high-grade, brain-wiring also just recalled the extreme degree of misogyny in the Italian Futurist movement, launched in 1909 by the Italian poet Filippo Tommaso Marinetti.

Gucci Lacks All Soul and Has Zero Empathy

One key fact that has dogged Gucci — in AOC’s pov — since Alessandro Michele left the brand in late 2022 is this one:

There is NO AUTHENTIC EMPATHY at today’s Gucci. None. There is NO SOUL, no inspiring, human CONNECTION. It’s a show horse brand.

Gucci is emotionally dead.

When professionals cut open a luxury brand patient with a big heart and leave is bleeding profusely on the operating table for nearly two years, death is a real possibility. ~ Anne