Gucci was founded in 1921 in Florence and has grown into one of world’s leading luxury fashion brands. They are renowned and respected the world over for their quality and Italian craftsmanship. Gucci designs, manufactures and distributes highly desirable products such as leather goods (handbags, small leather goods, and luggage), shoes, ready-to-wear, silks, timepieces and fine jewelry. Creative Director Frida Giannini has conceived a special ad campaign for them for the 90th anniversary of the brand. Called the “Forever Now” campaign, Gucci will release this month the third image of the campaign.
The worldwide advertising campaign was started in February 2010. The campaign celebrates the traditions and values that have helped Gucci evolve into a fashion authority. The third image being released as a part of the campaign is again an original black and white photograph of Gucci artisans in its historic Via delle Caldaie building in Florence, taken by Foto Locchi in 1953.
The photographs released earlier in the campaign featured only male artisans at work. The new release depicts the contribution of female artisans. The creative will appear both as single and double page spreads in newspapers and lifestyle and business magazines for six months along with the seasonal fashion campaigns. This would be the final creative for the 90th anniversary campaign.