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Gucci: The Legacy Of The Horsebit Emblem

Gucci, Level 3


The campaign introduces new styles of the Horsebit 1955 bag exclusive to South

Gucci presents a new global campaign for the Horsebit 1955 bag and Horsebit 1953 loafers with Global Brand Ambassador Hanni from NewJeans. Shot against the vibrant backdrop of Seoul, the campaign by Creative Director Sabato De Sarno follows Hanni across the city’s iconic spots, showcasing how she effortlessly styles signature designs from the House.

The campaign celebrates the enduring Gucci: The Legacy Of The Horsebit Emblem, a symbol of the House’s equestrian heritage. Taken from a horse’s bridle, the double ring and bar established itself as a distinctive code for Gucci from the 1950s and was progressively applied across collections- on bags, shoes, belts, jewelry, silk, ready-to-wear and more. With its elegant strength, the Horsebit 1955 bag bridges eras by recounting this equestrian narrative and showcasing exceptional craftsmanship. In a series of candid-inspired images, Hanni brings her youthful charm to the classic bag, which she continues to represent since 2022.Hanni effortlessly embodies the classic yet contemporary spirit of this design, demonstrating the versatility of the iconic bag as she navigates the city.

With her fresh perspective, Hanni becomes one of the first females to wear the Horsebit 1953 loafer in a Gucci campaign. Introduced in its eponymous year, the Gucci Horsebit 1953 loafer is the first shoe made by the House. Coinciding with the arrival of Gucci’s first American boutique in New York City, the loafer represented a new idea of elegance—sporty, casual, and sensual. Its success was immediate. Today, the design continues to spur the House’s equestrian inspirations forward as each Creative Director, including Sabato De Sarno, unveils their own nuanced iterations to reflect the times.

The campaign also highlights three new Horsebit 1955 bags, crafted in different materials in Gucci Rosso Ancora and exclusive to South Korea.

Hanni has been a Global Brand Ambassador for Gucci since October 2022, highlighting the House’s affinity for the arts and music. In March 2024, Hanni extended her partnership with the House when she was announced as the new Global Brand Ambassador for Gucci Beauty. Known for her charisma and playful personality, Hanni brings her confidence to the campaign for the Horsebit 1955 bag and Horsebit 1953 loafer.


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