Gucci Spotlights Artisanship in New Bamboo 1947 Campaign
Gucci has released a new campaign focused on the craftsmanship of its iconic Bamboo 1947 bag. A special video showcases the artisans who hand-craft the bag's signature handles, a process unchanged since its debut. This move is part of a broader luxury trend of elevating the “making of” into primary campaign content to reinforce brand heritage and skill.
- The Bamboo 1947 bag was created by Guccio Gucci and Florentine artisans in post-war Italy as a response to a leather shortage. The now-iconic handle was a patented method of using durable, lightweight bamboo cane imported from Japan, which was heated and bent into its signature shape. - This campaign is part of a larger brand repositioning under the "Gucci Ancora" theme, initiated by former creative director Sabato De Sarno. The Italian word "Ancora," meaning "again" or "still," signals a return to the house's heritage and a focus on timeless pieces over the maximalist style of former creative director Alessandro Michele. - The focus on artisanship aligns with a broader trend in luxury, where brands like Bottega Veneta and Tod's are creating campaigns centered on their signature craft techniques to reinforce authenticity and heritage. - The bag has a long history of celebrity endorsement, having been carried by figures like Elizabeth Taylor and Princess Diana. More recently, it has been seen on Harry Styles, Liu Wen, Beyoncé, and Kate Moss. - A recent campaign for the Bamboo 1947 was shot by fashion photographer David Sims and featured supermodel Liu Wen, aiming to create an intimate narrative about the relationship between a person and a cherished object. - The bag's design has been reinterpreted by various creative directors, including Tom Ford and Alessandro Michele, and was a central piece in Sabato De Sarno's debut Spring/Summer 2025 collection. - As of early 2025, Gucci is in a period of creative transition following the departure of Sabato De Sarno after a two-year tenure marked by declining revenues. Kering, Gucci's parent company, has since appointed Demna as the new artistic director, who will join the house in July 2025 after his final couture show for Balenciaga.
