Gucci’s dedication to showcasing its signature handbags through focused campaigns has reached its third chapter, with the spotlight on the iconic “Gucci Bamboo 1947” bag. With Chinese supermodel Liu Wen as its face, this campaign highlights the rich history, craftsmanship, and enduring allure of this classic design. Dive with us into the fascinating story of the Gucci Bamboo 1947, from its innovative conception to its modern-day appeal.
In a recent campaign, the Italian luxury house Gucci has turned its attention to the iconic Gucci Bamboo 1947 bag. Featuring Chinese supermodel Liu Wen and directed by David Sims, this campaign showcases the distinctive style of the bag, characterized by its curved bamboo handle, and Wen’s captivating personality. This campaign veers away from the flamboyant aesthetic of Alessandro Michele, who stepped down as the brand’s creative director in November.
Born out of necessity during Italy’s post-war era when traditional raw materials were scarce, the Gucci Bamboo 1947 bag was a stroke of genius from the brand’s founder, Guccio Gucci. He turned to the lightweight and durable bamboo as an alternative for the purse’s handle, collaborating with skilled Florentine artisans to perfect the design. The innovative use of bamboo marked an expansion in Gucci’s artisanal expertise, as it required a highly technical process to create the curved handle. Each bamboo piece is carefully softened, shaped over an open flame, coated in multiple layers of lacquer, and baked to achieve a shiny golden-brown finish. This handcrafted approach ensures that every bamboo handle is unique.
The Gucci Bamboo 1947 quickly gained popularity among Hollywood stars and the international jet set. Today, the design has evolved to include detachable and interchangeable leather and Gucci’s signature Web straps, making it even more functional and versatile. The bag and its archival predecessors will be featured in the major exhibition “Gucci Cosmos“, which traces the brand’s 102-year history through creative milestones by its founder, successors Tom Ford and Frida Giannini, and Alessandro Michele’s designs. Curated by Italian fashion critic Maria Luisa Frisa and designed by British artist Es Devlin, the exhibition will run from April 28 to June 25 in Shanghai. Additionally, a special installation for the Bamboo 1947 bag created by Devlin will be featured in window displays and select Gucci stores worldwide.