Style
Gucci has found a new creative director: Sabato de Sarno
Feb
On Saturday, January 28, Gucci and Kering Group officially announced the appointment of Sabato De Sarno to the position of creative director at the Italian brand. Finally, one of the most powerful chairs in the fashion industry has found a new owner.
Gucci has found a new creative director: Sabato de Sarno
It can be seen that Gucci in particular and Kering Group in general have great expectations for the new creative director. Both were “working overtime”, posting the big announcement on Saturday, instead of a weekday. It’s also a funny pun, as the designer’s own name – Sabato – means “Saturday” in Italian. It is fitting that Sabato De Sarno’s new role was announced on the day of the week bearing his name.
Sharing about being the creative director of Gucci, the young designer said: “I am truly honored and proud to be joining a fashion house with such a wonderful history and heritage. I am thrilled and excited to be able to contribute to bringing my invention vision to the brand.”
The 39-year-old designer hails from the province of Naples (aka Naples). The name Sabato De Sarno, until now, is not so well known. But the designer has nearly two decades of experience in the largest Italian brands in high fashion.
He started his career as an apprentice with Prada, then moved to Dolce & Gabbana, then Valentino, before now joining Gucci.
During his 13-year career at Valentino, he was promoted to head of men’s and women’s fashion design, working closely with creative director Pierpaolo Piccioli. An insider source said that Sabato De Sarno was on the team to design the wedding dress that the daughter of tycoon Nicolas Peltz wore to her wedding with Brooklyn Beckham last year.
Financial analysts believe that Sabato De Sarno’s experience at Valentino is a prerequisite to help him “catch the eye” of the leadership team of Kering.
Valentino is known for its minimalist style, which is serious but still capable of creating trends. Typically, last year, when launching the Fall Winter 2022 collection, Valentino created a Barbie pink craze around the world. Valentino pink has become a logoless identity in the fashion industry, along with the previous Valentino red.
Under the reign of Alessandro Michele, Gucci, although thriving, was considered too trendy and lost its inherent elegance. Therefore, through the appointment of Sabato De Sarno, it can be seen that the leaders of Kering Group are trying to steer Gucci back to a more classic and formal style. Minimalism has also started at Gucci since the Fall/Winter 2023 menswear season, done by the brand’s in-house design team.
“Having worked with many of the top Italian luxury brands, [De Sarno] brings with him significant experience,” said Gucci president and CEO Marco Bizzari. “I am certain that Sabato’s understanding and appreciation of the Gucci heritage will help him bring a new dramatic fashion chapter to the brand.”
Currently, Sabato de Sarno is completing the remaining duties at Valentino before officially moving to Gucci. His debut collection will be ready-to-wear for women in the Spring or Summer of 2024, released in September 2023.
Before that, Gucci still had two ready-to-wear collections for women Fall-Winter 2023, launched in February 2023; and Cruise will be introduced in Seoul in May 2023. Both of these collections will be handled by the in-house design team.
Thus, fashionistas will have to wait about eight months before seeing the new look of Gucci in the hands of Sabato de Sarno.
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