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Rihanna Becomes the New Face of Gucci
Even the most iconic fashion houses can benefit from a well-crafted advertising campaign, especially when it’s boosted by celebrity endorsements. The marketing team at Gucci — headed by creative director Frida Giannini — seems to understand the power of hiring a big-name personality to peddle their luxury handbags and accessories.
This past winter, pop princess Rihanna lent her name to promoting the label when she signed up to front Gucci’s special-edition product line, the Tattoo Heart Collection. This special series includes Gucci handbags, 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 charitable organizations.
One of the driving factors behind Rihanna’s decision to partner with Gucci was the brand’s philanthropic work with UNICEF. A generous 25% of all proceeds from the Gucci handbags in the Tattoo Heart Collection will be donated to the renowned non-profit. For this particular campaign, UNICEF will use the contributions to improve the quality of children’s lives in sub-Saharan Africa.
Rihanna’s partnership with Gucci isn’t the pop star’s first foray into philanthropy. In 2006, she created The Believe Foundation, a charity intended to help impoverished children receive the food and medication they need.
One of the music industry’s most talented young performers, Rihanna is also a self-confessed Gucci handbag addict. She exhibits a fun, funky style that resonates with younger consumers, bringing a cutting-edge modernization to the venerable brand. Originally from Barbados, 20-year-old Rihanna is renowned for her unique, exotic look and model-esque presence. She has a reputation as a fashionista, often attending the hottest fashion shows and even making plans to launch her own fashion line.
In the Gucci handbag 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 has stated that the creative team needed a strong personality to headline the efforts, and that “a musician and a beautiful woman was the perfect icon for this campaign.” The riveting print ad was supplemented by a brief film produced by Gucci, in which Rihanna is also featured.
Rihanna is the third celebrity to endorse the luxury brand. In 2008, Claire Danes became the face of Gucci jewelry. The prior year, Gucci’s jewelry collection was touted by world-famous actress Drew Barrymore, who served as the company’s first celebrity spokesmodel.
Since its inception in 1921 by Guccio Gucci, the Gucci fashion house has experienced decades of highs and lows, fueled by numerous conflicts among the family pertaining to the business’ operations. Today, with most of the family dispelled, Gucci has risen again and continues to serve as one of the fashion industry’s most formidable forces.
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