Everyone's Talking About Gucci Ancora, But What Actually Is It?

Last September, when Gucci's new creative director Sabato De Sarno debuted his inaugural collection for the fashion house, he introduced us to a fresh term from the Gucci dictionary: Gucci Ancora. Marking the beginning of his time at the helm—and a step away from the "maximalist era" that emerged over the course of Alessandro Michele's tenure—De Sarno launched the Gucci Ancora campaign with a namesake S/S 24 runway show in Milan.

Between the chatter around De Sarno's arrival and the social media buzz surrounding the term, you might not have picked up exactly what it means. Rest assured you're not alone—the term "What is Gucci Ancora?" is currently being searched for on Google. So, what is Gucci Ancora and what does it mean for the heritage brand?

WHAT IS GUCCI ANCORA?

It's helpful to first understand the meaning of the Italian word Ancora. Gucci translates the term to mean "Also now, also then", using it as a metaphor for where it currently finds itself in its journey: proud of its past and excited for what the future holds. The fashion house has splashed the term everywhere. Spotted in its signature burgundy shade on billboards, at popups and of course, all over social media, the Gucci Ancora campaign and collection were carefully crafted to spark conversation.

As well as Gucci's S/S 24 runway show, the Gucci Ancora campaign has also involved an activation that brought together the minds of De Sarno and creative consultant Michela Pelizzari. Creating a capsule collection of five homeware items that celebrate the golden age of Italian craftspersonship, the duo launched the Gucci Design Ancora pop-up at its flagship store in Milan from 15–21 April.

WHAT DOES THE GUCCI ANCORA CAMPAIGN MEAN FOR GUCCI?

Gucci Ancora marks a decided change in direction for the brand. Steering its current image towards a Tom-Ford-era Gucci, the brand aims to have shoppers "fall in love with Gucci again," explained De Sarno in an interview with Vogue Business. Reviving forgotten designs whilst paying homage to some of its most iconic pieces, De Sarno's time in the driver's seat will see the fashion house hark back to its heritage roots. That's Gucci Ancora.

DISCOVER THE GUCCI ANCORA COLLECTION: