Gucci Ancora is creative director Sabato De Sarno’s ad campaign for his debut Gucci collection. The director’s choice of the word Ancora is an Italian terms that translates “again” in English.

"Ancora is a word that you use when your desire is not over yet, whether it's a kiss or an embrace, or making love; it's as if you own something and you want more of it," De Sarno told WWD at his debut runway show. Sabato De Sarno wants to "fall in love with fashion all over again."

Ana Rossolovich, who opened De Sarno's first show; Arthur Hargous; Fadia Ghaab; Jiahui Zhang; Nyajuok Gatdet, Prince Diamond and Violet Hume posed for photographer David Sims [IG], the first fashion photographer a younger Sabato De Sarno worked with in his fashion career. Alastair McKimm styled the campaign with artistic direction by Riccardo Zanola. /Hair by Duffy; makeup by Lucia Pieroni

The Gucci Ancora campaign spotlights the signature shade of burgandy red, embedded throughout the House’s history and reintroduced by the creative director.

"Sensuality conceived as an attitude of beauty, freedom and confidence becomes the overarching theme of a collection that extends a personal invitation to every woman -- a call to live exactly in their own unique way, to revel in the distinct emotion that only fashion can inspire: ancora," Gucci said in a statement.

To that end, the Gucci Signoria pumps envisioned by De Sarno for the Spring Summer 2024 collection are named after Florence’s central piazza.

Creative Director Sabato De Sarno introduces the Jackie Notte bag in the Spring Summer 2024 collection and ad campaign. AOC doesn’t call the bag ‘subtle’ as Gucci does, but the Jackie Notte has all the ingredients of a Gucci must-have bag.

The Gucci Ancora campaign is the expression of Creative Director Sabato De Sarno’s invitation to feel that special emotion that fashion inspires when it is worn and interpreted according to one’s personal attitude.