Mandy LeontakianakisGucci Creative Director Frida Giannini has designed the fourth annual dedicated accessory collection in support of Gucci's Campaign to Benefit Unicef.
This year's accessory is the White Tattoo Heart handbag.
It is showcased by a gorgeous international ad campaign starring award winning singer Rihanna toting pieces from the line.
The campaign is run over the festive season to maximize sales, 25% of which are donated to Unicef.
The fashion house's partnership with Unicef, initiated in 2005 aims to support the relief organisation's work with children orphaned by the AIDS pandemic in country's like Mozambique and Malawi.
The partnership has paid more than glossy lip-service to CSI: a Gucci fundraising event in New York earlier this year raised 2.7 million U.S Dollars for Unicef.
The company is one of Unicef's most substantial corporate benefactors.
The commercial itself is great to watch, Rihanna has a bristling energy that Giannini calls "enthusiasm" and put down to Rihanna being "young and modern". I think its more than that.
Sitting comfortably on an improbable swing in scant white clothing, she commands attention with robust personality so unlike the vacuousness of the common-or-garden model. The art direction and minimal styling lend her and the pieces enough space to deliver. And there's plenty of eye candy on offer in the bag-o-sphere.
Official Clip:
Behind The Scenes:
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