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The Guardian - UK

Lifestyle

Jess Cartner-Morley in Milan

Gucci’s ‘casual grandeur’ rules the runway at Milan fashion week

Gucci De Sarno Giorgio Armani Tom Ford Jackie Kennedy Onassis Milan Sabato de Sarno

Gucci model in lime-green leather jacket, shorts, fingerless gloves and handbag on the runway — Gucci’s creative director said his aesthetic evoked ‘the moment the sun dives into the sea at the end of an August day’. Photograph: Claudia Greco/Reuters

A year after he took on one of the biggest jobs in fashion, the designer Sabato De Sarno has a formula for his new Gucci: “casual grandeur”.

De Sarno needed this show to go with a bang. The response to his first collections could be summed up as: nice clothes but not enough personality. Figures reported in July showed that Gucci sales had fallen by 20% year on year in the second quarter of 2024. Gucci is a big name in Italian culture. People expect not just style but charisma.

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