Alabaster beauty Li Bing Bing has been tapped to be the new Gucci woman, and will front a series of special ads for the Italian house’s line of bags, fine jewelry and timepieces.
Conceived by Creative Director Frida Giannini, the portraits, shot in London by Sølve Sundsbø, are starkly simple, evoking the strong yet discreetly minimalist aesthetic true to Gucci’s heritage.
The campaign features both classic accessories from Gucci’s tradition as well as new styles destined to become timeless pieces. The jewelry in 18k gold reference the House’s longstanding Bamboo and horsebit motifs. The bracelets, in yellow and pink gold or white gold with diamonds, feature a Bamboo-style contour reminiscent of the signature material used by Gucci’s artisans since 1947. Meanwhile, the iconic horsebit takes on soft, sensual shapes with a necklace in 18k yellow gold and a cocktail ring in two variants: a medium size with warm cognac quartz and small version with amethyst.
Commenting on the collaboration, Giannini said: “Li Bing Bing has an effortless beauty and an innate sophistication. Working with her has been rewarding – she has the optimism and the talent that go hand-in-hand with individual style. She embodies the Gucci woman with her contemporary femininity.”
In addition, Li Bing Bing wears three timepieces: the New Bamboo watch which combines natural bamboo and stainless steel; the leather-clad 1921 timepiece named after the year when Guccio Gucci founded the Florentine House; and the Interlocking model featuring on the case a pink gold double G paired with a brown crocodile leather strap.
The first installment of the campaign will also feature three handbags: the Jackie, the style that was carried by America’s former first lady Jacqueline Kennedy and eventually named after her; the Emily in signature winter rose Guccissima leather with the horsebit closure, and the Soft Stirrup, a reinterpretation of an archival bag with a distinctive spur closure.
