Liu Wen stars in the new campaign, an intimate love story between the supermodel and her timeless bag.

Liu Wen stars in the new Gucci Bamboo 1947 campaign, telling a story of love, connection, and intimacy. As the Italian luxury brand continues to celebrate over 100 years of design, the “Bamboo bag” reminds us of its ever present innovation and craftsmanship.

The Gucci Bamboo 1947 was born out of post-war creativity. As raw materials were difficult to obtain in Italy, Guccio Gucci and his team designed a purse with a bamboo handle. Achieving the desired shape was a highly technical and intricate process, resulting in one-of-a-kind handles so no two bags were exactly the same. The leather-bamboo contrast was surprising at the time, and helped place Gucci at the forefront of design innovation as well as artisanal craftsmanship. The “Bamboo bag” was an instant success, seen on Hollywood stars and cherished by many.

Photo is curtesy of Foto Locchi.

Photo is curtesy of Foto Locchi.

Now, the timeless piece of history feels as contemporary as ever in the new campaign featuring Liu Wen. The current Gucci Bamboo 1947 has added versatility with interchangeable leather and Web straps that can be detached and adjusted for different looks, occasions, and functions. Lightweight and durable, the bamboo handle is as strong as ever. A myriad of offerings, featuring different combinations of colours, sizes, and materials, further bring the “Bamboo bag” into modern day — celebrating the individuality of the people who wear it.

Shot and directed by David Sims, the new campaign shows how a piece of history can transcend time and remain just as adored in modern day. A love story between supermodel Liu Wen and her Gucci Bamboo 1947, the video is beautifully intimate and personifies the bag as something greater than an object. It is an extension of its wearer, an expression of her femininity, and a companion who knows her innermost thoughts. Hints of sensuality and secrecy, the video compliments that of the bag.

At the heart of Gucci’s signature bag collection, the Gucci Bamboo 1947 and its archival predecessors will be featured in Gucci Cosmos, a new exhibition debuting in Shanghai. Open from April 28 to June 25, it is designed by British artist Es Devlin, who has further designed window display installations specifically in honour of the Bamboo 1947.

Watch the campaign video…

Photo is curtesy of Foto Locchi.