Gucci unveils the third instalment of their Icons of Heritage Forever Now series featuring Charlotte Casiraghi dedicated to the House’s storied Flora pattern, “Forever in Bloom” as photographed by Mert Alas and Marcus Piggott.
Almost 50 years after Gucci created the Flora silk scarf as a special gift for Princess Grace of Monaco, her granddaughter, Charlotte Casiraghi, celebrates the timeless motif in our newest “Forever Now” campaign – Frida Giannini
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.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.
To check out Charlotte’s behind the scenes video, you can visit Gucci’s website.
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Category: Ad Campaigns