Gucci’s Horsebit Campaign – Hanni from NewJeans Shines

Gucci has recently unveiled a captivating global campaign for its iconic Horsebit 1955 bag and Horsebit 1953 loafers.

Directed by Creative Director Sabato De Sarno, the campaign stars Global Brand Ambassador Hanni from NewJeans as she explores Seoul’s most iconic spots. The candid shots capture the heritage and modernity of Gucci.

Celebrating the Horsebit 1955 Bag

Gucci’s Horsebit 1955 bag, a nod to the brand’s equestrian history, is the star of this campaign. Available only in Korea, the bag comes in various materials and Gucci Rosso Ancora.

It connects different eras, telling the brand’s equestrian story and showcasing exceptional craftsmanship.

Gucci's Horsebit Collection: Hanni from NewJeans Shines

Hanni exemplifies the bag’s versatility and timeless appeal as she moves through Seoul. Her effortless embodiment of the classic yet contemporary design demonstrates the adaptability of the Horsebit 1955, making it a perfect accessory for any occasion.

The Horsebit 1953 Loafers: A Legacy Revisited

For the first time ever, a woman is wearing the Horsebit 1953 loafers in a Gucci campaign. These loafers were the House’s first shoe design when Gucci opened its first American boutique in New York City. They represented a new concept of elegance—sporty, casual and sensual.

The Horsebit 1953 loafer has evolved under the guidance of different creative directors, including Sabato De Sarno. Each version is contemporary yet stays true to the shoe’s equestrian roots.

Highlighting Seoul’s Iconic Spots

The campaign’s imagery showcases Hanni exploring some of Seoul’s most iconic locations. These backdrops provide a stunning contrast to the classic elegance of the Horsebit collection, enhancing the visual narrative and connecting Gucci’s heritage with modern urban life.

Seoul, a city of tradition and modernity, is the perfect backdrop for this campaign. Gucci’s timeless designs against Seoul’s dynamic cityscape prove the brand is timeless and trendless.

Craftsmanship and Innovation

Horsebit 1955 bag and Horsebit 1953 loafers showcase Gucci’s attention to detail and craftsmanship. Each piece is made with love, Gucci’s philosophy of quality and innovation in fashion.

Gucci's Horsebit Collection: Hanni from NewJeans Shines

High-quality materials and advanced craftsmanship ensure every piece in the Horsebit collection is durable and beautiful. This is what Gucci’s design is all about.

Global Brand Ambassador Hanni

Hanni from NewJeans brings a fresh perspective to the campaign. Her youthful energy and contemporary style resonate with Gucci’s vision of modern elegance. Her role as Global Brand Ambassador helps to bridge the gap between the brand’s storied past and its dynamic present.

Hanni wears the Horsebit collection so effortlessly, it shows how versatile these icons are. She embodies the mix of tradition and modernity Gucci is going for with this campaign.

The Horsebit Motif: A Symbol of Gucci’s Heritage

The Horsebit motif is at the heart of both the bag and loafers. It’s a symbol of Gucci’s equestrian roots. This iconic element has been part of the brand since its beginning, luxury and practicality.

Trends may change but the Horsebit motif remains. Its timelessness attracts new generations of fashion lovers, it’s a fundamental part of Gucci’s design DNA.

Sabato De Sarno’s Vision

Sabato De Sarno’s direction for this campaign shows he can mix Gucci’s heritage with modern fashion. His vision gives a new spin to the brand’s classics so they stay relevant in today’s fashion.

De Sarno’s subtlety allows each piece to be of the moment yet true to Gucci’s past. His direction keeps the brand’s heritage intact while adapting to modernity.

Three new Horsebit 1955 bags are introduced in the campaign, exclusively for the South Korean market. Limited edition designs for the region, Gucci’s strategy to create collections for local tastes.

Gucci's Horsebit Collection: Hanni from NewJeans Shines

By focusing on the South Korean market, Gucci shows it understands the cultural and fashion nuances of the region. This local approach makes the brand global.

The Equestrian Narrative

Gucci’s equestrian story goes back to the early days when the brand was famous for its luxury luggage and accessories for horse riding. This heritage is always part of the brand’s future.

You can see the equestrian theme in the current Horsebit collection. These pieces mix old with new, timeless and trendy.

As global brand ambassador Hanni helps Gucci to reach a wider audience. Her fame in the music and fashion world makes her the perfect ambassador for the brand, attracting younger consumers who love her style and influence.

Hanni is a new chapter in Gucci’s marketing. By partnering with influencers from different fields the brand keeps innovating and growing its cultural presence.

The Significance of the Horsebit Collection

The Horsebit collection remains a symbol of elegance and sophistication. Its timelessness is in its ability to be of the moment and stay true to its DNA.

As part of Gucci’s fashion history, the Horsebit is the brand’s promise of excellence and innovation. Each piece is proof of Gucci’s ability to mix old and new.


Gucci’s latest campaign featuring Hanni from NewJeans is a celebration of the brand’s rich heritage and innovative spirit.

By highlighting the iconic Horsebit 1955 bag and Horsebit 1953 loafers, the campaign underscores Gucci’s commitment to timeless elegance and superior craftsmanship.

Under Sabato De Sarno’s creative direction, this campaign seamlessly blends past and present, creating a visual narrative that resonates with fashion enthusiasts around the world.

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