Shot by Mert Alas and Marcus Piggott, the granddaughter of Princess Grace of Monaco, Charlotte Casiraghi (pictured below) is the star of Gucci’s latest “Forever Now” icons of heritage advertising campaign series which this time features the brand’s Flora motif.
“Today Flora has become a symbol of the Gucci woman’s effortless fusion of tradition and contemporary poise,” said Frida Giannini. “The print holds special meaning to me as I first discovered the scarf when my mother and grandmother would wear theirs during my childhood in the Seventies.
“Since my own collections have drawn inspiration from this ever-blossoming motif, I am especially pleased to celebrate this icon through our collaboration with Charlotte, who is herself connected to its history.”
Giannini rediscovered the now-iconic Flora print in 2005 and has since applied its 43 varieties of flowers from all seasons to handbags, other accessories and used it to name a fragrance.
The original bouquet comes from 1966 when Rodolfo Gucci presented Princess Grace with a special gift upon her husband’s purchase of a Bamboo bag. The symbolic bouquet was created by Italian illustrator Vittorio Accornero who used a whole range of flowers ‒ from anemones to poppies, from ranunculi to iris, mixed with berries and butterflies, wasps, grasshoppers and dragonflies ‒ in 37 colours to evoke a poetic mood.
“Frida Giannini proved the timelessness of the Flora pattern when she reintroduced it with such success. As an icon of Gucci’s heritage it represents nature in all its beauty,” said Charlotte Casiraghi about the pattern given to her grandmother.
Check out the video below to see the commercial, and go to www.gucci.com/forevernow for a behind-the-scenes look at the shooting of the campaign.
For more information about the Gucci’s Icons of Heritage Forever Now series, go to www.gucci.com/advertising-campaign-forever-now-2012-charlotte-casiraghi.
- advertising campaign
- Charlotte Casiraghi
- Charlotte Casiraghi flora
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- frida giannini
- gucci flora
- Gucci Flora campaign
- gucci flora fashion
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- Gucci Icons of Heritage Forever Now series
- heritage advertising campaign series
- House of Grimaldi
- Marcus Piggott
- Mert Alas
- Mert Alas and Marcus Piggott
- Princess Grace of Monaco
- Rodolfo Gucci
- Vittorio Accornero
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