Gucci is launching the next chapter in its Forever Now ad campaign for its signature Flora pattern with a familiar face: Charlotte Casiraghi. This is the third time Casiraghi, the daughter of Princess Caroline of Monaco, will appear in the campaign since it debuted in 2010. The ads were shot by Mert Alas and Marcus Piggott.
One of the two ads features Casiraghi holding a foulard with Gucci's Flora pattern, which was created by Italian artist Vittorio Accornero for a silk scarf that Rodolfo Gucci, son of founder Guccio Gucci, gave to Casiraghi's grandmother Princess Grace of Monaco, in 1966.
"Today, Flora has become a symbol of the Gucci woman's effortless fusion of tradition and contemporary poise," said the house's creative director, Frida Giannini, who has been using the pattern in her collections since she took the reins of the Florentine house in 2005.
"The print holds special meaning to me - I first discovered the scarf when my mother and grandmother would wear theirs during my childhood in the Seventies," Giannini said.