Forever Now
Gucci is pleased to reveal the second
installment in its “Forever Now” icons of heritage advertising campaign
series conceived by Creative Director Frida Giannini in collaboration
with Charlotte Casiraghi. The two new portraits celebrate the iconic metal horsebit featured on the classic Gucci Loafer – the hardware that has inspired a legacy, since it was first introduced into the House’s vocabulary nearly sixty years ago.
Shot by Inez Van Lamsweerde & Vinoodh Matadin,
the vivid black and white photographs portray Ms. Casiraghi in a
natural, spontaneous atmosphere full of details. A testament to the
equestrian imagery that has embraced Gucci designs across generations,
the campaign takes its cue from the brass bit that Guccio Gucci first
used on the House’s saddle-stitched handbags in the Fifties, before he
applied it to Gucci's signature loafer in 1953.
Forever now
The new images from the “Forever Now” campaign will appear worldwide
from August, in newspapers and fashion and lifestyle magazines
complementing the House’s seasonal fashion campaigns. Unveiled this past
March with a first installment dedicated to Gucci’s signature green and
red stripe, the campaign series sees Charlotte Casiraghi portrayed by
the world’s most respected fashion and portrait photographers in a
series of sittings celebrating the House’s icons.
The first “Forever Now” advertising campaign series was launched in Autumn 2010, in the run up to Gucci’s 90th anniversary, and featured original black and white photography of Gucci’s Florentine Artisans from its Archive.
All video and photography of the campaign was shot by Inez Van Lamsweerde & Vinoodh Matadin.
The first “Forever Now” advertising campaign series was launched in Autumn 2010, in the run up to Gucci’s 90th anniversary, and featured original black and white photography of Gucci’s Florentine Artisans from its Archive.
All video and photography of the campaign was shot by Inez Van Lamsweerde & Vinoodh Matadin.
