In impoverished post-war Italy, Guccio Gucci and his Florentine atelier did the unthinkable by turning to an unexpected material, bamboo, for their latest artisanal creation.
Now, over a quarter of a century later, their Bamboo 1947 bag is taking centre place in Gucci’s golden crown of signature bags.
Joining the lineup of Jackie 1961 and Horsebit 1955 styles, the vintage silhouette finds new meaning in its 76-year-old history by fronting the luxury label’s latest campaign with Chinese supermodel Liu Wen.
The most recent campaign exalts the hand-crafted and bespoke history of the bamboo silhouette, which has since become an emblem of Gucci’s imaginative approach to design—and one that has come from an austere past.
Featuring a saddle style and quintessential wood-burnt bamboo handle, the campaign supplants the Bamboo 1947 as the epitome of luxury because it’s something that is innate to the wearer. Something that is treasured and cherished. Beloved, even.
The campaign juxtaposes Wen and the bamboo bag as an intimate relationship. In the frame, the bag takes on a new life as the keeper of secrets, a sartorial coup de foudre and the object of our affection.
Because nothing becomes between you and your bag. Especially when it’s crafted from a handwrought bamboo stalk over an open flame.
Just like Wen, who joins a legion of style savants like Chloë Sevigny, Harry Styles and Princess Diana who have also succumbed to the allure of the Bamboo 1947, this campaign is a homage to the enduring bond between you and your forever piece.
Because that’s exactly what the Bamboo 1947 is: timeless.
This article originally appeared on GRAZIA International