Kering-owned Gucci is making waves this holiday season by featuring the mother-daughter duo Tina and Solange Knowles in its latest campaign. While Solange has not been formally named a Gucci ambassador, she has a clear connection with the brand that’s been communicated through her attendance at the label’s runway presentations. She also has recently been spotted in custom pieces, and has been prominently showcased on the brand’s social media platforms.
The campaign arrives amid significant transitions at Gucci under the leadership of creative director Sabato de Sarno. Since his tenure began, the brand has embraced a minimalist aesthetic, signaling a shift from its bold, maximalist past. Despite some positive reception to De Sarno’s designs, Gucci has yet to establish a refreshed identity that resonates with its evolving clientele.
Another major change is the upcoming appointment of Stefano Cantino as Gucci’s chief executive officer. Set to assume the role in January 2025, Cantino will succeed Jean-François Palus, with hopes of steering Gucci toward growth and renewed identity.
The changes come amidst Gucci and its parent company grappling with ongoing revenue declines. In Kerings recent third quarter earnings report, Gucci–which makes up 50 percent of Kering’s sales–saw a 25 percent revenue decline.
The holiday campaign featuring Solange and Tina Knowles no doubt reflect Gucci’s ongoing efforts to reimagine its image and connect with a broader audience.
