Gucci hires Li Bing Bing for ads
Italian leathergoods firm Gucci has announced that Chinese actress Li Bing Bing will star in a special advertising campaign dedicated to the house’s handbags, fine jewellery, and timepieces. Conceived by creative director Frida Giannini, the portraits, shot in London by Sølve Sundsbø, evoke a strong aesthetic true to Gucci’s ethos of luxury.
Commenting on the collaboration, Ms Giannini said: “Li Bing Bing has an effortless beauty and an innate sophistication. Working with her has been rewarding – she has the optimism and the talent that go hand-in-hand with individual style. She embodies the Gucci woman with her contemporary femininity.”
Li Bing Bing said: “I am delighted to collaborate with Gucci on this new campaign. Frida’s vision is very inspiring, and I truly enjoyed interpreting every iconic piece from the House’s vibrant legacy.”
The campaign features both classic accessories from Gucci’s tradition as well as new styles destined to become timeless pieces.
The first installment of the campaign will feature three handbags: the Jackie, the style that was carried by America’s former first lady Jacqueline Kennedy and eventually named after her; the Emily in signature winter rose Guccissima leather with the horsebit closure, and the Soft Stirrup, a reinterpretation of an archival bag with a distinctive spur closure.
