MILAN — “Deck the bags with boughs of holly” is Gucci’s new Christmas tune. Creative director Frida Giannini has worked holiday tradition into 15 items she designed for a special UNICEF charity program.
Fueled by the success of last year’s link with the United Nations program, Giannini whipped up Flora Joy, a festive rendition of Gucci’s strong-selling Flora print featuring berries and holly.
The motif will crop up on velvet handbags with emerald-green leather trim and oversize silk scarves. Christmas tree decorations, shoes, key rings and iPod holders are made with a silverized version of La Pelle Guccissima.
Every item will feature an enamel holly charm.
“The 2006 holiday campaign is part of the most extensive philanthropic program in Gucci’s history, and we are committed to supporting important humanitarian efforts through UNICEF,” said Mark Lee, Gucci chief executive officer and president.
The items will be available in some 200 Gucci stores worldwide from Nov. 21 through Dec. 31.
Oscar-winning actress Jennifer Connelly will be the honorary representative and spokeswoman of this year’s effort and will participate in yet-to-be-defined events.
According to a Gucci statement, Connelly has spent considerable time in Mozambique and has personal ties to the well-being of the children from this and other regions. Twenty percent of the proceeds from the sale of the Gucci pieces will go to UNICEF to support educational programs and services for children in Mozambique.
This story first appeared in the October 11, 2006 issue of WWD. Subscribe Today.