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Gucci Links With Chelsea Flower Show

The brand plans to take part in the annual show for the first time with a garden inspired by its traditional Flora motif.

EARTHLY DELIGHTS: Gucci is embracing Mother Nature with plans to take part in the annual Chelsea Flower Show for the first time with a garden inspired by its traditional Flora motif. The brand will take part in the Fresh Garden area of the vast and colorful fair that takes place each year on the Royal Hospital grounds, not far from Sloane Square in London.

Landscape and garden designer Sarah Eberle will create a “horticultural realization” of the brand’s classic pattern for the Gucci Flora Garden. The brand’s creative director Frida Giannini called the Chelsea project “truly magical,” and said she is looking forward to seeing Flora transformed into a real garden.

This story first appeared in the April 28, 2014 issue of WWD.  Subscribe Today.

“Flora was the very first iconic design motif from Gucci’s storied past that I decided to revive and reinterpret, and since then I have used it on bags, dresses, scarves and as the inspiration for a series of fragrances,” she said.

Gucci will introduce two exclusive Lady Lock handbags to tie in with the Chelsea Flower Show project. The bags will be available in two sizes in the Flora canvas, and will be sold exclusively at Gucci’s Sloane Street store from May. Gucci will also invite its customers to experience firsthand the work of the brand’s silk artisans in the Sloane Street store from May 20 to 24 — coinciding with the dates of the flower show.

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