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BLOSSOMING BEAUTY: Gucci is casting the next chapter in its Forever Now international ad campaign for its signature Flora pattern with a familiar face: Charlotte Casiraghi. For the third time, Casiraghi, the daughter of Princess Caroline of Monaco, appears in the campaign, which was shot by Mert Alas and Marcus Piggott.
The images include two intense portraits of Casiraghi. In one, she holds a foulard featuring Gucci’s Flora pattern, which was created by Italian artist Vittorio Accornero for a silk scarf that Rodolfo Gucci, son of founder Guccio Gucci, gave to Casiraghi’s grandmother Princess Grace of Monaco, in 1966.
This story first appeared in the January 23, 2013 issue of WWD. Subscribe Today.
“Today, Flora has become a symbol of the Gucci woman’s effortless fusion of tradition and contemporary poise,” said the house’s creative director, Frida Giannini, who has been using the pattern in her collections since she took the reins of the Florentine house in 2005.
The campaign made its debut in 2010.
“The print holds special meaning to me — I first discovered the scarf when my mother and grandmother would wear theirs during my childhood in the Seventies,” Giannini said.
The latest “Forever Now” campaign will appear globally in newspapers and fashion magazines starting in March.