Lifestyle
Flowers are the new symbol that Gucci is engaging from perfumes to bags to totes, observes Amy Fernandes
Updated : Apr 25, 2014, 08:10 PM IST
Only last week, Gucci launched its delicate floral prints in its various avatars eponymously called ‘Flora’ . Occupying a large table, in the Gucci store at Palladium, was an artisan preparing and painting a fabric, which will probably end up as a dazzling floral-printed scarf. At the other end of the room, occupying pride of place was a table laden with perfume. At the centre of that table was the dive of the moment, Thy Flora 1966, limited edition. Clad in black and yet surrounded by the colours of spring all around, we wondered whether black was a deliberate choice of packaging. A little patience later, we realised that once you peel off the package, a floral pouch presents itself, carrying the heady limited edition perfume.
So, why floral, you ask? It has a story. In 1966, Princess Grace, accompanied by her husband Rainier, Prince of Monaco, visited the Gucci’s Milan Via Montenapoleone store. Rodolfo Gucci decided to commission the most beautiful floral scarf imaginable for the Princess and asked the famous illustrator Vittorio Accornero to create an original design for her. This was how Flora was created: nine bouquets of flowers from the four seasons, with berries, butterflies, dragonflies and insects in a colourful illustration. Among the classics, Flora is an icon of continuity from the precious historical archives, which revives every season with its evocative and timeless graphic power. An image inspired by fairy tales and real life, which continues to be The 60s has now been ushered into a new millennium and reinvented in a myriad of variations, sometimes combined with other Gucci symbols like bamboo and the horsebit. No more is it only a scarf, it appears on suits, bags, accessories, jewellery, chinaware, and even gave rise to the name of one of the most famous perfumes created by the House.
In 2005, Frida Giannini, revived the Flora print for the Cruise collection—the new accessories were met with great admiration. Using her talent for reinvention, Frida then sent Flora out as print dresses for Spring 2006, along with floral jewellery and Flora band watches, reigniting the youthful femininity for which Flora has always stood. Flora was then reincarnated as a woman’s fragrance with Flora by Gucci in 2009 and the Flora Garden Collection, which launched in 2011.
How do you go about making the scarf ?