By and  on February 24, 2010

MILAN — Gucci’s new institutional ad campaign focuses on two words aimed at capturing both the brand’s heritage and the future as the fashion house gets set to celebrate its 90th anniversary next year: Forever Now.

The worldwide campaign, which breaks in international newspapers on Saturday, the day of the fall Gucci show here, is composed of two black-and-white images from the Fifties taken inside the house’s Florentine factory on Via delle Caldaie. Plucked from the archive, the photos portray apron-clad workers painstakingly lopping hides, with swatches of leathers hanging from the wall or under a vaulted ceiling.

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