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Gucci's Brazilian Road Trip

Culture Watch
Gucci's "Forever Now" exhibition, on view in São Paulo.

Between hosting the 2014 FIFA World Cup this week and the 2016 Olympic Games, Brazil is really having its moment in the spotlight. Though these are arguably two of the most universally popular events, sports are not the only exciting affairs to hit Brazil, and fashionistas too can get a taste of Brazilian flavor this Summer at Gucci’s “Forever Now” exhibition in São Paulo, on view through June 22.

In the JK Iguatemi shopping center, Gucci’s three-week “Forever Now” exhibit pays tribute to the house’s legacy, one that began in 1921 when Guccio Gucci opened the very first store in Florence, which today serves as the Gucci Museo.

interior gucci forever now exhibition

Select pieces from the museum’s permanent archive collection at Gucci Museo have made their way to Brazil for the “Forever Now” exhibit. “Brazilians are really hungry for our pieces, for fashion, they want to know what the next collection will be,” says Gucci Creative Director Frida Giannini. Each piece is placed in a fitting thematic space, some of which include travel, Flora motif, loafers, haute couture gowns and suits.

Gucci’s travel theme at the exhibit will present trunks, suitcases and accessories, perhaps the most fitting theme for Brazil’s new “It” destination status. “Valigeria e Articoli da Viaggio” (suitcases and travel accessories) were the hallmark of the international jet set in the 50s, 60s and 70s—and is credited for launching Gucci as a global brand. Another highlight of the show is the House’s iconic Bamboo bag. Though it originated from wartime rationing, the bag evolved in the 50s and 60s through countless variations and arose as the “It-bag” of royalty and Hollywood stars.

gucci forever now exhibition mannequins

Gucci’s groundbreaking tradition will also be celebrated with its Flora motif, the iconic floral pattern originating with the brand in 1966. The floral pattern transcended not only into Gucci’s empire today, but also in many fashion brands around the world. Another iconic item that stood the test of time included in the exhibit is the horsebit loafer from the 50s and 60s.

“Forever Now” also celebrates Gucci’s current designs, including the Gucci Première haute couture gowns designed by Frida Giannini and Made to Measure suits worn on red carpets from Hollywood to Cannes.


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