Jane Russell, Deborah Kerr, Ava Gardner, Lauren Bacall and of course Marilyn Monroe are just a few of the icons that graced the screen during that era in such classics as, The Killers, The Big Sleep and Gentlemen Prefer Blondes. For the first time people started to imitate those they saw in the films of the day, to become captivated by them and so the true movie icon was born. It was possible to dream of emulating those that lived out fantasy lives of romance and grandeur in front of the movie camera. With the rise in post war prosperity it became possible to be aspirational. Technological advancement in transport and communication were shrinking the world and leisure time became something for all rather than just the elite.Īlthough the silver screen was nothing new the late 40s and the decade to follow saw an unprecedented growth in the film industry and a whole new way of looking at those involved in it. The United States of America was, it is arguable, at its most enlightened in its history and the Bretton Woods Conference in the summer of 1944 sowed the seeds for a time of growth and prosperity. However, although communism was on the rise in the east and as Winston Churchill put it, “From Stettin in the Baltic to Trieste in the Adriatic an iron curtain had descended across the Continent.,” in the western world a new hope was dawning. Hitler was dead, most of Europe lay in ruins, the full horrors of the holocaust had been exposed and society had witnessed the spectre of atomic annihilation. On an international, national and personal level the world was physically, emotionally and spiritually shattered. Image 1: Gucci Logo Video 1: Aquariva GucciĪs the Second World War drew to a close society was exhausted. This along with the Italian lake setting, the beautiful people, subtle yet striking logos and sublime choreography blend in such a way as to communicate the Gucci brand message perfectly. There are not many other single items that sum up Italian fashion outside the clothing world more so than an Aquariva. The advertisement backs this premise through the unashamed exhibition of beautiful people doing what they do best.Īlthough a departure from the norm for Gucci the marriage with Riva for its brand promotion was without doubt a stroke of genius. Without doubt the Gucci wearer is expressing their knowledge of and desire for exclusivity and quality, they are demonstrating through the brand a certain level of fashion authority. In short both brands symbolise luxury, wealth and style.īut what does this advert and the brand as a whole say about those who align themselves with it. They are seen as the very pinnacle of craftsmanship and sophistication and their heritage and trendsetting ways are without question. Riva have been making the highest quality statement motor launches since 1842. In Gucci’s own words it claims “a unique duality in its brand positioning pairing modernity and heritage, innovation and craftsmanship, trendsetting and sophistication.” It is without doubt that the Gucci Aquariva although a considerable departure from their typical shoes and handbags captures those qualities perfectly. The Gucci partnership with Aquariva exactly pinpoints the branding position Gucci wishes to take. It was at this time too, that the company was really driven to international prominence by Guccio son Aldo and it is fair to say that his axiom, “The bitterness of poor quality is remembered long after the sweetness of low price has faded from memory,” remains very much at the forefront of the company’s philosophy to this day. It is interesting to note that although Guccio Gucci opened his first store in 1921 it was not until the mid 60s that the signature chain-link incorporating the great man’s initials was developed. The green and red stripe with the gold Gucci, contrast so perfectly with their trademark chain-link pattern browns and beiges. The locked “Cs” of Chanel, the “big D” Dior, the orange of Hermes and the interwoven “LV” of Louis Vitton are all instantly recognisable and distinctive, yes but one stands out like no other, Gucci. It is true too, that by and large their efforts are extremely successful. It is undeniable that all the major fashion houses spend large amounts of money on brand marketing. “The Price is Forgotten Long After the Quality Remains”
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