Liu Wen is the star of the new Gucci Bamboo 1947 campaign

The top model Liu Wen is the protagonist of the new campaign of the House dedicated to the Gucci Bamboo 1947, which stands out for its curved bamboo handle, whose craftsmanship makes each bag a unique piece.

Photographed and directed by David Sims, the campaign captures two iconic characters in an intimate relationship. The images and video portray the bag as a symbolic keeper of secrets, an allegorical treasure chest full of feelings. It all stems from the eternal bond between a person and their bag, and how that connection strengthens over time, for a bag is much more than just an object: it is an extension of an individual.

The 1947 Gucci Bamboo and its archival predecessors are very much in evidence at Gucci Cosmos, a major exhibition of the House’s most iconic and timeless designs. It is curated by Italian fashion critic Maria Luisa Frisa and designed by British artist Es Devlin, who has also created a special installation in honor of the Bamboo 1947 that will be displayed inside a select number of Gucci boutiques around the world.

Forged by fire, the curved bamboo handle topped a leather bag in 1947, becoming ipso facto an emblem of the House and marking its course as a benchmark of innovation in the craftsmanship and luxury sector. Today, the celebrated Gucci Bamboo 1947 design is one of the icons of the House’s handbag collection and a reflection of how creative instinct driven by profound knowledge has brought Gucci to where it is today.

Presented in different combinations that evoke diverse attitudes, this top-handle bag is available in a variety of sizes and materials. The line includes timeless color palettes, as well as seasonal versions, refined evening designs and models in precious leathers.