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  • Gucci “Forever Now” exhibition in São Paulo, Brazil

  • Gucci “Forever Now” exhibition in São Paulo, Brazil

  • Frida Giannini, Gucci’s Creative Director

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Gucci inaugurates “Forever Now” exhibition in São Paulo, Brazil

Gucci recently inaugurated its first ever temporary exhibition in the high-end JK Iguatemi mall of São Paulo, featuring a wide selection of signature archival pieces borrowed from the Gucci Museum in Florence. The exhibition is titled “Forever Now”, paying tribute to the brand’s heritage while also focusing on the future, and will be on view for three weeks only (May 28 to June 22, 2014). Inspired by the house’s signature motifs and symbols, the exhibit is divided into six themes: Bamboo, Flora, Travel, Horsebit, Première and Made to Measure. Bamboo pays tribute to the iconic Bamboo bag, first seen in 1947; Flora refers to the popular floral motif that was created in 1966, inspired by Princess Grace of Monaco; Travel emphasizes the brand’s reputation as the ideal travel companion, featuring travel-related items such as cases and trunks; and Horsebit pays homage to the classic horsebit loafer that just turned 60 years old and is featured in the permanent collection of the New York’s Metropolitan Museum of Art. Last, but no least, Première includes some of Frida Giannini’s, Gucci’s Creative Director, most spectacular haute couture gowns, as worn on the most prestigious red carpets, and Made to Measure displays the custom suits made for male celebrities. “Forever Now” exhibition offers the Brazilian fashion crowd the opportunity to experience first hand Gucci’s heritage and casts a light on the brand’s remarkable ability to set trends, while remaining faithful to its trademark aesthetic.

“Forever Now” exhibition will be on view until June 22, 2014, at the third floor of JK Iguatemi mall in São Paulo, Brazil