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GUCCI CELEBRATES ITS LATEST SHORT FILM “THE FRINGE”THROUGH A COLLABORATION WITH THE FASHION WORLD’S MOST FOLLOWED FEMALE DJs
 
Gucci launches its own Spotify music hub featuring exclusive playlists created by six participating DJs

MILAN March 10, 2014 – In celebration of the House’s latest short film, “The Fringe,” tomorrow Gucci will unveil a special social media campaign starring the fashion world’s most sought-after female DJs. Shot on location in New York, Los Angeles, London and Paris, the portfolio features each DJ interpreting the House’s signature Spring/Summer 2014 Bamboo fringe bags. In addition to the images, six of the DJs have curated exclusive playlists that will make their debut on Gucci's new Spotify hub. The branded music streaming channel allows users to explore, listen and share tracks on various social media networks.
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In keeping with Creative Director Frida Giannini’s passion for music – the designer herself owns a vinyl collection of over 8,000 records – Gucci has called upon an eclectic group of female disc jockeys including: Harley VieraNewton, JaKissaTaylor-Semple, a.k.a. D.J.Kiss, Pixie Geldof, Leah Weller, Chelsea Leyland, The Misshapes, and Mademoiselle Julia. The initiative coincides with the House’s latest short film, entitled “The Fringe,” which debuted on March 3 on Gucci’s YouTube channel. The short stars Gucci’s Spring/Summer 2014 Bamboo Fringe handbag, which proves itself as the perfect nightlife accomplice. A special version of the video will also appear in select expandable banner ad units as part of a worldwide digital media roll-out.In a tribute to the original Gucci Bamboo bag, the Gucci Museo in Florence has opened to the public a dedicated exhibit narrating the legacy of the House’s beloved bag renowned for its fire-turned bamboo handle.
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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 a boldly 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. 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 a beloved Gucci design. Under Giannini’s creative direction, the fire-turned cane has evolved to characterize new designs including the Bamboo Shopper, Lady Lock handbag, and this season’s Bamboo Fringe. Giannini has also integrated Bamboo into signature eyewear and timepieces.

Step into the Fringe:
http://play.spotify.com/user/gucci
http://youtu.be/FHbEH5Ok-nw
http://www.gucci.com/images/ecommerce/styles_new/201303/web_2column/wg_ss14_spotify_dj_leigh_lezark_web_2column.jpg
http://www.gucci.com/images/ecommerce/styles_new/201303/web_1column/wg_ss14_spotify_dj_harley_viera_newton_2_web_1column.jpg
http://www.gucci.com/images/ecommerce/styles_new/201303/web_2column/wg_ss14_spotify_dj_leah_weller_2_web_2column.jpg
http://www.gucci.com/images/ecommerce/styles_new/201303/web_2column/wg_ss14_spotify_dj_kiss_web_2column.jpg

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