Gucci Celebrates 75 Years Of Bamboo Bags With New Short Film
The Kaguya by Gucci campaign retells an ancient Japanese story.
Gucci has released a campaign titled Kaguya by Gucci to celebrate the 75th anniversary of the luxury fashion house’s bamboo top-handle bags. The campaign features a short film that retells “Taketori Monogatari (The Tale of the Bamboo Cutter),” an ancient Japanese tale. Alessandro Michele, Gucci’s creative director, honors the material that has become a signature style for the brand.
Gucci’s Bamboo bag dates to 1947, when Guccio Gucci and the house’s artisans sourced the material for its durability. The introduction of bamboo to the luxury fashion world innovated a new look for handbags with the added practicality of a lightweight handle. In the 75 years since this decision, Gucci has incorporated bamboo into multiple products, including wallets and backpacks. In 2021, Gucci revived the Diana, a bamboo-handled bag designed in 1991 (and a favorite of Princess Diana’s).
The campaign’s short film, directed by Makoto Nagahisa, “stages the plot of finding oneself, along with true love, in a Tokyo betwixt and between reality and a dream,” says a description on Gucci’s YouTube Channel. Hikari Mitsushima, Aoi Yamada, and Eita Nagayama star costumed in the “Gucci Love Parade” collection. The Gucci 1947 Bamboo and Diana Beloved bags appear in green and cream shades throughout the film.
Explore the Kaguya by Gucci and shop Gucci’s bamboo bags on Gucci.com.
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