Star-Studded Gucci Campaign Celebrates the Horsebit 1955
The equestrian emblem has become a signature archival piece of the House.
Gucci’s iconic equestrian emblem-adorned handbag collection, the Horsebit 1955, is reimagined in a new campaign starring Halle Bailey, Hanni, and Julia Garner. Shot by Mert & Marcus, the campaign celebrates the distinctive persona of the handbag along with the unique identities of the three women.
From Halle Bailey’s highly-anticipated debut in the Disney live-action film The Little Mermaid to global KPOP star Hanni’s chart-topping work as part of the group NewJeans to award-winning actress Julia Garner’s contributions to the industry, each woman brings something meaningful and inspiring to the fields they claim.
Intimate portraits laid against brightly colored backdrops help bring vibrancy to the Horsebit 1955, with each protagonist transforming the bag into her own.
The bag itself remains essential, bringing about a timeless feel with its double ring and bar – a variation of the first design introduced on a loafer just 70 years prior. In keeping with Gucci’s storied appreciation of equestrian aesthetics, the Horsebit 1955 is just one of several elements that tell the story of the House’s early popularity in the riding community.
This archival reprisal of the design speaks to the House’s unique ability to bring about iconic silhouettes under the guise of modern luxury, pulling tradition into the present day.