Overview
- Gucci released a new Made in Italy campaign with world No. 1 Jannik Sinner as its face, featuring the player in white against the brand’s green and red palette.
- The brand held an intimate pre-Wimbledon dinner in London at Claridge’s Dante hosted by Salma Hayek-Pinault to mark the campaign and Sinner’s sixth consecutive Wimbledon entry.
- Guests included actors, models and musicians who wore Demna-era Gucci looks while the menu featured Negronis, cucumber gazpacho, grilled Dover sole and lemon sorbet followed by made-to-order martinis.
- Sinner told WWD he took a more creative approach to the shoot, praised Demna’s wearable direction, said he is doing intense physical training for Wimbledon, and called a Gucci bag his ‘lucky charm.’
- The event illustrates a wider strategy by Gucci and Kering to use athlete ambassadorship, celebrity hospitality and fashion-led visuals to link product storytelling with major sports moments.