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Gucci takes on China with Gucci Ancora City Takeovers

Sabato De Sarno, Gucci’s creative director for the past year, made his grand debut in Shanghai, marking his collection launch and creating connections within the local fashion and art scenes. To celebrate the launch of the women’s Spring/Summer 2024 collection, De Sarno and his crew went all out to show off the Gucci Ancora theme. This included a series of pop-ups known as Gucci Ancora City Takeovers, hitting major cities worldwide. In mainland China, the Gucci Ancora pop-ups were displayed in six key retail spots, including Beijing, Shanghai, Chengdu, and Shenzhen. Each location brought a unique flair to the Gucci experience.

De Sarno’s love for fine art saw a collaboration with X Zhu-Nowell, artistic director of the Rockbund Art Museum, to showcase various artworks within the stores. These pieces were carefully chosen from “Gucci Prospettive: Shanghai Ancora,” an art volume featuring over 70 captivating works, which made its debut during the Gucci Ancora City Takeover at Zhang Yuan, Shanghai.

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Image: Gucci

This pop-up lit up the streets of Shanghai’s Zhang Yuan neighbourhood on March 11 and saw an exclusive gathering of VIPs, brand ambassadors, and friends of the house to witness the launch of the Spring/Summer 2024 collection.

March 12 saw De Sarno’s visit to Donghua University, known for its excellence in fashion education, where he took part in a panel discussion led by Angelica Cheung, Venture Partner of Hongshan Capital and former Editor-in-Chief of Vogue China. The panel’s objective was to inspire the upcoming generation of fashion enthusiasts.

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Image: Gucci
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