SHANGHAI April 23, 2012 – Gucci is pleased to announce that actress Li Bing Bing will star in a special advertising campaign dedicated to the House’s handbags, fine jewelry, and timepieces. Conceived by Creative Director Frida Giannini, the portraits, shot in London by Sølve Sundsbø, evoke a strong yet minimal aesthetic true to Gucci’s codes of luxury.
Commenting on the collaboration, 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 commented, “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 fine jewelry in 18k gold echoes the House’s longstanding Bamboo and horsebit motifs. The bracelets, in yellow and pink gold or white gold with diamonds, feature a Bamboo-style contour reminiscent of the signature material used by Gucci’s artisans since 1947. Meanwhile, the iconic horsebit takes on soft, sensual shapes with a necklace in 18k yellow gold and a cocktail ring in two variants: a medium size with warm cognac quartz and small version with amethyst.
In addition, Li Bing Bing wears three timepieces: the New Bamboo watch which combines natural bamboo and stainless steel; the leather-clad 1921 timepiece named after the year when Guccio Gucci founded the Florentine House; and the Interlocking model featuring on the case a pink gold double G paired with a brown crocodile leather strap.
The first installment of the campaign will also 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.
The campaign will debut this month across the Asia Pacific region with significant focus in China, Hong Kong, and Taiwan. A subsequent rollout in September 2012 will include additional accessories.
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 (376 DOS as of December 2011) and a small number of selected department and specialty stores. For more information about Gucci, please visit www.gucci.com