Charlotte Casiraghi stars in the new Gucci ‘Forever Now’ campaign. The beautiful daughter of Princess Caroline of Monaco and granddaughter of gorgeous Grace Kelly looks stunning in the brand’s third installment of the “Forever Now” ad campaign series. Shot by Mert Alas and Marcus Piggott, the two new portraits narrate the legacy of eternal femininity represented by the motif.
It was Frida Giannini the one to rediscover the Flora print back in 2020. The designer managed to express her own feminine point of view and boldly applied the print to handbags when she assumed creative direction of accessories.
“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. “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 first “Forever Now” advertising campaign series was launched in 2020, in the run up to Gucci’s 90th anniversary, and featured original black and white photography of Gucci’s Florentine Artisans from its Archive. Throughout time, Flora has known an array of interpretations and was used in many collections and can also be spotted in Giannini’s designs with intricate games of overlapping graphics for infinity degradé prints, all-over designs, and symmetries.
The original bouquet includes 43 varieties of flowers from all seasons and it has been timeless since 1966 when Rodolfo Gucci presented Princess Grace with a special gift upon her husband’s purchase of a Bamboo bag. The renowned symbolic bouquet was created by Italian illustrator Vittorio Accornero with a mesmerizing variety of blooms, from anemones to poppies, from ranunculi to iris, mixed with berries and butterflies, wasps, grasshoppers and dragonflies. There are 37 colors in the palette that evokes a poetic mood inspiring mothers to pass down Flora to their daughters. Charlotte Casiraghi’s Gucci ‘Forever Now’ campaign will appear globally in newspapers and fashion magazines starting in March.
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Photos: Gucci
