Men’s – In Search Of A Spark. Gucci AW24

Sabato De Sarno‘s vision for Gucci is taking shape of a formula. His debut womenswear collection was a product-centric, straightforward parade of unoffensive clothes; the ad campaigns operate on blank backgrounds and offer no visual risks; and his first menswear collection for the brand is also moving in that generic, business-is-business direction. Except for one kinky, taken-out-of-the-Tom-Ford-book look where the model wore nothing but a pair of tailored pants, a tie-leash and a pair of leather gloves, this Gucci outing left you with no bold impression. Maybe because most of the looks were the same as in De Sarno’s September debut – like the opening over-sized coat, or the navy v-neck knit with embellished collar, or the color palette consisting of pops of cherry red? It’s actually quite surprising the designer has such confidence in these couple of looks that he’s already mirroring them. It’s probably to early to call, but De Sarno’s Gucci feels like mash-up of your favorite Italian brands: a bit Prada there, bit of Valentino here (where the designer worked before his Gucci appointment). The only signifiers that make it Gucci are the monogram logo, placed on belts and backpacks, and bag re-issues. Don’t get me wrong: those are really good clothes, there’s nothing wrong about all these timeless pea-coats and loafers. But I don’t think De Sarno is giving us enough reasons to be invested in his new Gucci. The designer gives big statements on “artisanship“, “Italianity“, “beauty“, even “good taste“. But as he says himself, “I don’t have a narrative for my collections at the moment”. That shows.