In a new advertising campaign conceived by Creative Director Sabato De Sarno, Gucci continues to pay tribute to its iconic ‘Horsebit 1953’ loafer. This time, the spotlight is on Italian actor, screenwriter, and director Pietro Castellitto, who is following in the footsteps of previous high-profile names such as Paul Mescal, global brand ambassador Xiao Zhan, and Kingsley Ben-Adir. Castellitto provides a fresh take on the classic loafer, embodying a modern, constantly evolving masculinity. His interpretation of the iconic Gucci loafer is a refined balance of individuality, sophistication, and contemporary flair.

Castellitto was lensed by photographer Heji Shin, with artistic direction by Riccardo Zanola. The actor is depicted in moments of calm introspection, transitioning between casual and chic looks, all featuring the Horsebit 1953 loafer. The shoe is distinctive for its signature metal horsebit detail, representing a sophisticated and timeless style that remains relevant decades after its introduction.

Launched in 1953, when Gucci first added footwear to its accessories collections, the Horsebit 1953 loafer revolutionised the concept of elegance. It blended sporty nonchalance with sensuality, creating a new standard of casual sophistication. Over 70 years later, the double ring and bar detail, inspired by equestrian culture, has become a symbol of Gucci craftsmanship, evoking the refined world of horse-riding that was cherished by the brand’s clientele of that era.

Gucci has recently been facing a spate of financial challenges. The Italian fashion house, founded in 1921, saw a 19% drop in sales during Q2, exceeding analysts’ expectations and reflecting no improvement compared to Q1. The downturn mirrored the broader trend affecting many high-end fashion and luxury labels, which have also reported double-digit revenue declines in recent quarters.

To address this negative trend, Kering, the French luxury conglomerate that has owned a majority stake in Gucci since 2004, recently announced the appointment of Stefano Cantino as Gucci’s new CEO, effective January 1, 2025. Cantino will replace Jean-François Palus, who had been responsible for selecting Sabato De Sarno as creative director. Despite the warm reception of De Sarno’s designs—marked by a focus on elegance and refinement, in contrast to previous creative director Alessandro Michele’s more extravagant style—the broader macroeconomic climate has so far not helped Gucci’s recovery.