GUCCI EXTENDS RELATIONSHIP WITH CHARLOTTE CASIRAGHI AS PROTAGONIST IN NEW “FOREVER NOW” ADVERTISING CAMPAIGN SERIES
MILAN March 6, 2012 – Gucci is pleased to announce that it is extending its relationship with Charlotte Casiraghi, who will be the protagonist of the House’s new “Forever Now” advertising campaign series conceived by Creative Director Frida Giannini in collaboration with Ms. Casiraghi. Over the course of the next two years the new campaign will see Charlotte Casiraghi portrayed by four of the world’s most respected fashion and portrait photographers in a series of sittings celebrating the House’s renowned icons.
The first portraits tell the story of Gucci’s signature green and red stripe through the lens of Peter Lindbergh. Shot against the backdrop of a stable, the intimate photographs of Ms. Casiraghi evoke founder Guccio Gucci’s fascination with the art of riding. It was Guccio Gucci who appropriated the green and red stripe from the canvas girth strap of the horse’s saddle. In the Fifties he first applied these colors to the trim and detailing of luggage and travel trunks, since then the stripe with its unmistakable colors has become an immediate visual reference to the House of Gucci.
Commenting on the new collaboration Frida Giannini said, “Over the last two years I have had the pleasure and privilege to get to know Charlotte through our shared passion for horses. She not only embodies the beauty and the grace of the equestrian, but is also a wonderful ambassador for the sport. While designing her riding wardrobe, I have gained an appreciation for her innate ability to combine family traditions with a uniquely modern attitude. I am delighted to be able to celebrate Gucci’s icons of heritage with someone who is so connected to the history and essence of this House. Charlotte brings the spirit of Gucci to life so elegantly.”
Charlotte Casiraghi said, “There was a great synergy while working with Frida and her team to elaborate this unique collaboration with Gucci and we all really had the same desire to make it something special and creative. I admire Frida’s talent as a designer and she has really managed to reinvent the codes of Gucci by giving them a modern twist and a timeless elegance. It is also very exciting for me to have the opportunity to work with some of the best photographers in the world to celebrate Gucci’s heritage.”
The new “Forever Now” campaign will appear worldwide from March 7th, 2012, running in newspapers and fashion and lifestyle magazines complementing the House’s seasonal fashion campaigns. 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.
Founded in 1921, Gucci has long been associated with and inspired by the sporting glamour of the equestrian world. Various symbols – from the horsebit to the striped girth strap – have become iconic symbols since Guccio Gucci first appropriated them in his designs.
Today, this legacy continues with Frida Giannini’s special equestrian designs for Charlotte Casiraghi. The riding wardrobe Giannini has created for Ms. Casiraghi is highly technical but luxurious and features distinctive bearings of the House’s own heritage, including the houses iconic green and red colors as well as the Gucci Crest and the finest of materials.