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第9章 尖端品牌(8)

2005年,凯特·摩丝(Kate Moss)穿着由克里斯托弗·贝利(Christopher Bouley)为全国乳腺癌宣传月而设计的限量版粉红色Trench风衣,由着名摄影大师马里奥·特斯蒂诺(Mario Testino)摄影。2006年,博柏利150周年庆典,在米兰举办了2006秋冬女装秀。

2009年,Burberry新环球总部于伦敦Horseferry大厦开业。

21世纪,博柏利加快了其在全球扩张的步伐:在伦敦、洛杉矶、德国、西班牙、意大利、日本的一些重要城市和地区建立起更多独具风格的专卖店。如今,博柏利这个经典英国风格品牌已经在世界上家喻户晓。它就像一个穿着盔甲的武士一样,保护着大不列颠联合王国的服装文化。

9.(意大利)古驰 Gucci

品牌名片

品类:服装、皮具、香水

标志风格:高档、性感

创始人:古奇欧·古驰(Guccio Gucci)

诞生地:意大利

诞生时间:1921年

古驰的品牌标志富有和谐的整体感,下方的图案体现出整个标志的核心,把企业推向了更高的角度。展现出一个更高的层次,一个很多人都想靠近的层次。

品牌阅读

With high fashion, Italian style, Traditional craftsmanship and Global consciousness, Gucci embodies produces exquisitely crafted luxury goods with a thoroughly modern sensibility.

Ever since Guccio Gucci founded the house in Florence in 1921, the brand has been a destination for the worlds most discerning men and women. Gucci represents the best of Made in Italy with its inimitable combination of opulence, high artisanry and contemporary glamour.

In 1921, Guccio Gucci opened a leather goods company and small luggage store in his native Florence. Though his vision for the brand was inspired by London and the refined aesthetic of English nobility he had witnessed while working in the Savoy Hotel, his goal on returning to Italy was to ally this classy sensibility with the unique skills of his native Italy. Especifically, with the master craftsmanship of local Tuscan artisans.

Within a few years, the label enjoyed such success the sophisticated international clientele on vacation in Florence thronged to the Guccis, seeking the equestrian-inspired collection of bags, trunks, gloves, shoes and belts. Many of Guccios Italian clients were local horse-riding aristocrats, and their demand for riding gear led Gucci to develop its unique Horsebit icon - an enduring symbol of the fashion house and its increasingly innovative design aesthetic.

In 1940s, faced with a shortage of foreign supplies during the difficult years of Fascist dictatorship in Italy, Gucci began experimenting with atypical luxury materials, like hemp, linen and jute. One of its artisans most subtle innovations was burnishing cane to create the handle of the new Bamboo Bag, which curvy side was inspired by a saddles shape. An ingenious example of “necessity as the mother of invention”, the Bamboo Bag became the first of Guccis many iconic products. A favorite of royalty and celebrities alike, the bag with burnished handle remains a huge favorite today.

During the 1950s, Gucci again found equestrian inspiration with its trademark green-red-green web stripe, derived from a traditional saddle girth. It became an instant success and an instantly recognizable hallmark of the brand. Opening stores in Milan and New York, Gucci started to build its global presence as a symbol of modern luxury. With the passing of Guccio Gucci in 1953, his sons Aldo, Vasco, Ugo and Rodolfo took over the business.

Gucci products quickly became renowned for timeless design and were cherished by iconic movie stars and figures of elegance in the Jet Set era. Jackie Kennedy carried the Gucci shoulder bag, which is known today as the Jackie O. Liz Taylor, Peter Sellers and Samuel Beckett sported the unstructured unisex Hobo Bag. Guccis classic moccasin with Horsebit hardware became part of the permanent collection at the Costume Institute, Metropolitan Museum of Art in New York. Gucci answers a personal request by Grace Kelly by creating the now famous Flora silk print scarf for the Monaco princess. In the mid-1960s, Gucci adopted the legendary interlocking double G logo, creating yet another chic Gucci visual insignia. Gucci continued its expansion abroad with stores opening in London, Palm Beach, Paris and Beverly Hills.

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