Gucci’s commemorative fest includes special bags, a dedicated ad campaign and a 450-page retrospective book.
Frida Giannini has revised the brand’s iconic Hobo bag and crafted it in new materials, adorning the styles with a sleeker bit, plus brass and enamel plates marked with the celebratory year.
Also new is the patchwork bag, which has multicolored strips of reptile skin that form a geometric collage, and the web tartan, which combines a stylized velvet plaid with a handwoven silk featuring the double-G logo in velvet.
The bags will be the focus of the firm’s special flash ad campaign for the anniversary that echoes the natural, sunlit mood of last year’s cruise campaign. The images will run in the July and August issues of international magazines, tagged, “Limited Edition Gucci 85th.”
The campaign, separate from fall’s, was shot by Craig McDean in Los Angeles, against a backdrop of greenery, with models Iselin and Caroline Trentini in fur, leather and printed silks, their accessories in the foreground.
Those who want their Gucci moment to last beyond the ads can pick up the book, “Gucci by Gucci,” published by Mondadori. Replete with archival images, it will hit Gucci stores in November.