Gucci launches new campaign for the “Bamboo 1947” Bag, one of its most iconic items

An instant emblem forged by flame: the curved bamboo handle crowned a leather bag in 1947, marking the way to gucci as an innovator in luxury craftsmanship in the 1940s. MaisonThe “Bamboo 1947” led to gucci to the level it is today, for its representation as a creative instinct driven by deep knowledge. The renowned design of Bamboo 1947 is at the heart of the iconic designs of the Italian house.

According to the brand, the scarcity of some materials after the Second World War inspired the iconic model with a bamboo handle that endures through generations of creative directors at the Maison: “In post-war 1947, when traditional materials were hard to come by, Guccio Gucci, founder of Gucci, and the Florentine craftsmen of the House decided to use lightweight yet durable bamboo for the handle of a new bag, forging an instant emblem”, released Gucci.

_{Promotion of the new Bamboo Bag 1947 campaign, starring Liu Wen (Reproduction/Gucci/Instagram/@gucci)}

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The contrast between the design and authority of leather, with the new material, bamboo, defies the rules of aesthetics at the time, however, it was graciously received by the public. With the Maison’s movement, with its new innovation, it opened an artisanal expansion in the brand’s specialization. To arrive at the result of the curved handle, there is a highly technical and elaborate process to execute it, in addition to a meticulous selection of bamboo stems for its productions, made especially by an artisan. In the process, the bamboos are softened, cut and manually manipulated under a flame until they take on a semi-circular shape. Once molded, the rod is coated with thin layers of lacquer and taken to the oven, where it gains finishing and its shiny brown/gold hue. This process makes each bamboo handle unique and one of a kind.

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Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

Promotion of the new 1947 Bamboo Bag campaign, starring Liu Wen (Reproduction/Gucci/Instagram)

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The timeless piece stands out for its leather and web straps. In the current version, both are removable and adjustable, making the piece versatile and suitable for countless occasions. In the new Gucci Bamboo 1947 campaign starring Liu Wen, two emblematic characters portray the nuances of a relationship that forms between a person and a cherished object, an exchange of one icon for another.

Featured Photo: Promotion of the New 1947 Bamboo Bag Campaign: Reproduction/Gucci/Disclosure/Instagram

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