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?


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.

Model walks on the Gucci Ancora SS24 runway show.

(Image credit: Getty Images)


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.


Natalie Munro
News Writer

Natalie Munro is Who What Wear UK’s news writer. Having worked in the fashion industry since her time at university—where she obtained a BA in Journalism from University of the Arts London, Natalie's experience spans journalistic and styling roles. In the early stages of her career Natalie predominately worked on editorial shoots for fashion publications such as British Vogue, Vogue Ukraine, AnOther Magazine and Elle UK, before moving into journalism roles.

On completion of her degree she interned in the editorial team at British Vogue and later went on to freelance for the publication. Here, she developed her interest in reporting on the latest fashion news and trends. Inspired by the dynamic nature of the industry, Natalie went on to write for other lifestyle and fashion brands and publications before taking on the role as News Writer for Who What Wear.

With an interest in uncovering the latest fashion trends, Natalie takes a leading role in identifying news for Who What Wear UK. Focusing on trends on and off the runway, as well as street style and celebrity fashion, Natalie reports on a daily basis, ensuring that she remains ahead of the trends. Natalie also creates content for Who What Wear’s social channels including TikTok and Instagram on a weekly basis.