Gucci reveals 4th instalment in ‘Forever Now’ campaign
Continuing its 90th anniversary celebrations, Italian leathergoods firm Gucci has released the fourth instalment in its “Forever Now” advertising campaign, conceived by creative director Frida Giannini. Originally launched in February 2010, the campaign celebrates the traditions and values that have helped promote the Gucci and Italian craftsmanship.
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.
