Forever now

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BAMBOO INCITES FOURTH INSTALLMENT
OF ICONS OF HERITAGE FOREVER NOW SERIES ENDURING SYMBOL OF STYLE AND INNOVATION
PERSONIFIED BY CHARLOTTE CASIRAGHI

This autumn will mark the unveiling of the fourth and final installment in Gucci’s “Forever Now” icons of heritage advertising campaign series conceived by Creative Director Frida Giannini in collaboration with Charlotte Casiraghi. Synonymous for style and innovation, the House’s beloved Bamboo icon comes to life in the candid, natural photographs of Ms. Casiraghi, shot by Bruce Weber.
The debut of the legendary Bamboo bag came in 1947 when Gucci’s Florentine artisans invented a creative solution to war-time rationing of materials. In an innovative move, craftsmen employed bamboo cane, which could still be imported from Japan, as a handbag handle by heating the material and bending it into a semi-circle. Taking its cue from the curves of a horse’s saddle, the structured, ladylike shape gained recognition as a triumph of Florentine workmanship and quickly transcended time with its undeniably polished glamour. While the original was a pebbled pigskin bag, during the Fifties and Sixties countless variations went into production and graced the hands of royalty and silver screen sirens – marking the bag’s destiny as an iconic Gucci design.
Designed by Frida Giannini, the New Bamboo bag remains faithful to the workmanship of its predecessor – comprising130 separate pieces and requiring a Gucci artisan up to two days to craft. Today Bamboo is an instantly recognizable symbol distinguishing a handbag as a Gucci piece. True to the House’s codes of luxury, the material’s glossy golden hue is a signature of the artisan’s work using a flame and applying lacquer to achieve a unique color on each piece. Under Giannini’s creative direction, the fire-turned cane has evolved to characterize new designs including this season’s Bamboo Shopper and Lady Lock handbags. Giannini has also integrated Bamboo into signature eyewear and timepieces.
The images from the new “Forever Now” campaign will appear worldwide from October, in newspapers and fashion and lifestyle magazines complementing the House’s seasonal fashion campaigns. Unveiled in March 2012, 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 previous three installments saw Ms. Casiraghi portrayed by Peter Lindbergh, Inez Van Lamsweerde & Vinoodh Matadin, and Mert Alas and Marcus Piggott, respectively.
 
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.

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