Gucci unveils 4th installment in 'Forever Now' campaign

07 Jul '11

2 min read

Continuing its 90th anniversary celebrations, Gucci releases the fourth installment in its “Forever Now” worldwide advertising campaign, conceived by Creative Director Frida Giannini. Originally launched in February 2010, the campaign celebrates the traditions and values that have helped to make the Gucci name synonymous for quality, Italian craftsmanship and fashion authority around the world.

Once again incorporating an image from the house's historical archive, the campaign features a black and white photograph of Aldo Gucci, son of founder Guccio Gucci, in front of the first Gucci store in Rome on Via Condotti, taken in 1955. For the double page spread, the image is paired with the first-ever Gucci print advertisement from 1922, which has since been recovered from a local Florentine newspaper. The single and double page spreads will appear in newspapers and lifestyle and business magazines for the second half of the 90th anniversary year, complementing the seasonal fashion campaign.

Founded in Florence in 1921, Gucci is one of the world's leading luxury fashion brands. With a renowned reputation for quality and Italian craftsmanship, Gucci designs, manufactures and distributes highly desirable products such as leather goods (handbags, small leather goods, and luggage), shoes, ready-to-wear, silks, timepieces and fine jewellery.

Eyewear and fragrances are manufactured and distributed under license by global industry leaders in these two sectors. Gucci products are sold exclusively through a network of directly operated boutiques (327 DOS as of March 2011) and a small number of selected department and specialty stores.

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