Charlotte Casiraghi
Forever Now


GUCCI Forever Now campaign 


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.

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.



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source: Gucci