Article Gucci
Article Gucci
Rihanna Will the new face of Gucci
Even the most iconic fashion houses can benefit from a customized advertising campaign, especially when it is reinforced by celebrity endorsements. The marketing team at Gucci – led by creative director Frida Giannini – seem to understand the power of hiring a big-name personality to peddle their luxury handbags and accessories.
This past winter, lent the pop princess Rihanna her name to promote the brand, when she signed up to front Gucci's special edition product line Tattoo Heart Collection. This special series includes Gucci bags, canvas totes, and silk scarves, all in white and emblazoned with tattoo-style hearts, stars and flowers. The collection will be sold to benefit UNICEF, one of the world's most respected charities.
One of the driving forces behind Rihanna's decision to partner with the Gucci brand was philanthropic work with UNICEF. A generous 25% of all proceeds from the Gucci handbags in Tattoo Heart Collection will be donated to the famous non-profit. For this particular campaign, UNICEF will use the contribution to enhancing the quality of children's lives in Africa south of Sahara.
Rihanna's partnership with Gucci is not the pop star's first foray into philanthropy. In 2006 she created the belief Foundation, a charitable organization designed to help poor children get the food and medicine they need.
One of the music industry's most talented young artists, Rihanna is also a self confessed Gucci handbag addict. She exhibits a fun, funky style that resonates with younger consumers, bringing a pioneering modernization of the venerable brand. Originally from Barbados, 20-year-old Rihanna is known for its unique, exotic look and model-esque presence. She has a reputation as a fashionista, who often attended the hottest fashion shows and even plans to launch its own way line.
The Gucci bag ad Rihanna is seen hanging from a giant hoop, scantily clad in a barely-there white bodysuit and wearing an oversized white Gucci purse. Giannini said that the creative team needed a strong personality to the title effort, and that "a musician and a beautiful woman was the perfect icon for this campaign." The compelling print ad was supplemented with a short film produced by Gucci, where Rihanna is also featured.
Rihanna is the third celebrity to endorse luxury brands. In 2008, Claire Danes against Gucci jewelry. The prior year, Gucci's jewelry collection was hijacked by the world famous actress Drew Barrymore, who served as its first celebrity spokesmodel.
Since its inception in 1921 by Guccio Gucci, Gucci fashion house has seen several decades of ups and downs, fueled by numerous conflicts among the family of company's operations. Today most of the family removed, Gucci has risen again and continues to serve as one of the fashion industry's most formidable forces.
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