GUCCI UNVEILS CAMPAIGN DEDICATED TO FLORA IN THIRD INSTALLMENT OF ICONS OF HERITAGE FOREVER NOW SERIES WITH CHARLOTTE CASIRAGHI
MILAN January 21, 2013 – Gucci will celebrate the House’s storied Flora pattern in the third installment of the “Forever Now” icons of heritage advertising campaign series conceived by Creative Director Frida Giannini in collaboration with Charlotte Casiraghi. Shot by Mert Alas and Marcus Piggott, the two new portraits narrate the legacy of eternal femininity represented by the motif.
At Gucci it was Frida Giannini who rediscovered the Flora print in 2005. Expressing her own feminine point of view, she boldly applied the print to handbags when she assumed creative direction of accessories.
Forever now
Ever since, Flora has spurred interpretations across many collections
and continues its evolution in Giannini’s current creations with
intricate games of overlapping graphics for infinity degradé prints,
all-over designs, and symmetries. Featuring 43 varieties of flowers from
all seasons, the original bouquet has proved timeless since 1966 when
Rodolfo Gucci presented Princess Grace with a special gift upon her
husband’s purchase of a Bamboo bag. Assigned the task of designing the
symbolic bouquet, Italian illustrator Vittorio Accornero created a
mesmerizing variety of blooms, from anemones to poppies, from ranunculi
to iris, mixed with berries and butterflies, wasps, grasshoppers and
dragonflies. The 37 colors evoke a poetic mood that over time inspired
mothers to pass down Flora to their daughters.
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.
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.
