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.
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.
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