The wine color became popular thanks to the new creative director of Gucci, Sabato de Sarno, who in his debut collection called Ancora for the spring-summer season 2024 presented a new brand color, called Gucci Ancora. In an advertising campaign launched a little later, Sabato de Sarno called the presented burgundy color "David's light, my new Gucci" and claims that this color is worn by self-assured girls, confident in themselves and their charm.