Even the most upscale designers know the advantages of smart marketing, especially when the hottest celebrities lend their name to the campaigns. Gucci's Creative Director, Frida Giannini, knew what she was doing when she hired one of the year's top names to represent their elite Gucci handbags and accessories.
In winter of 2008, R&B headliner Rihanna agreed to appear in a series of ads supporting Gucci's special-edition Tattoo Heart Collection. Within this unique line are white Gucci handbags, silk Gucci scarves, and canvas Gucci totes, all adorned with retro-style hearts, flowers, and stars. The distinguishing factor of this collection is that proceeds will be contributed to UNICEF, the world-renowned non-profit organization.
Rihanna was drawn to the offer to model for Gucci largely due to the brand's UNICEF involvement. For every sale from the Tattoo Heart Collection, 1/4 of the proceeds will be contributed to UNICEF, who will use the donated monies to launch children's initiatives and activities in sub-Saharan Africa, with the hopes of improving their quality of life.
An active philanthropist prior to partnering with Gucci, Rihanna created The Believe Foundation in 2006. This charitable organization was designed to assist poor kids with obtaining the nutrition and medicine they need to stay healthy.
Not only is she one of the most widely heralded young singers of her time, Rihanna is a diehard Gucci handbag collector. Her edgy, fashion-forward style appeals to Gucci's younger customers, bringing the brand a much-needed breath of fresh air. 20-year-old Rihanna, who was born and raised in Barbados, is well-known throughout the industry for her striking exotic looks and amazing physique. She's a common fixture at the most prestigious fashion shows, and she is currently working to develop her own apparel collection.
The stunning, creatively depicted campaign shows Rihanna suspended from a life-sized hoop, provocatively dressed in a skimpy white bodysuit and brandishing a large white Gucci purse. Creative Director Giannini was thrilled with how Rihanna fit right in with the creative team's personalities and visions. As Giannini put it, "A musician and beautiful woman was the perfect icon for this campaign." Gucci also produced a brief advertising film featuring Rihanna.
Rihanna's campaign was preceded by two other stints. Just last year, Claire Danes appeared in advertisements for Gucci jewelry. The brand's first spokesmodel was famous actress Drew Barrymore, who also peddled fine jewelry.
Launched in 1921, Gucci has endured several decades of internal conflict among the founding family members, due to disputes about operational aspects. In recent years, a majority of the family has distanced themselves from the fashion house. Today, Gucci has retained its status as one of the industry's most elite and highly demanded fashion houses.
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