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.