1. Gucci Lands A Hot Celebrity Endorsement
In today's fast-paced world, an intelligent, attention-getting marketing campaign can get
eyeballs on your product -- particularly when you've got big names to back you. In recent
years and months, creative director Frida Giannini has incorporated some of the most
beautiful big-name ladies to sell Gucci purses, wallets, and accessories.
In December of 2008, acclaimed pop artist Rihanna contracted with Gucci to appear in
their ads for the Tattoo Heart Collection, a special-edition line. The collection included a
series of white Gucci handbags, canvas tote bags, and silk scarves, all embellished with
hearts, stars, and flowers inspired by tattoos. Proceeds from the sale of all items in the
Tattoo Heart Collection will be donated to UNICEF, one of the world's most reputable
non-profits.
An active philanthropist herself, Rihanna was happy to be a part of Gucci's relationship
with UNICEF. 25% of the proceeds from all Gucci purses and accessories in the Tattoo Heart
Collection will be donated to the charity. Contributions generated for this campaign are
slated to improve the quality of life for poor children living in Sub-Saharan Africa.
Rihanna is no stranger to giving back. Her first philanthropic effort was the creation of
The Believe Foundation in 2006, which she enacted to help raise money for poor children in
need of food and medication.
In addition to belting out some of the catchiest tunes of her time, Rihanna is an
admitted "fashion-aholic" and Gucci purse lover. Her irreverent, sexy style makes her
popular among the young Hollywood set. Born in Barbados 20 years ago, Rihanna has
quickly gained acclaim throughout the world for her music skills, her exotic beauty, and her
elegant composure. Rihanna often attends fashion shows for inspiration, with the goal of
designing her own collection one day.
The riveting photography of Rihanna's ad campaign captures her suspended on a huge
hoop, wearing a sexy white bodysuit and carrying a gorgeous, oversized Gucci purse. Gucci
had brought her on in hopes of freshening up the brand with a more contemporary,
cutting-edge appeal -- and that's just what they got. Gucci's Creative Director, Frida Giannini,
was pleased by Rihanna's iconic image and timeless beauty. In addition to the print ad,
Gucci shot a short film with Rihanna included.
Prior to Rihanna, celebrity Gucci endorsements included Claire Danes and Drew
Barrymore, both of whom touted the fine Gucci jewelry collection. Drew, one of the hottest
movie actresses in the industry, was the very first celebrity to lend her persona to Gucci.
In the 90 years since its inception, the Gucci company has endured its share of strife and

2. conflict, most markedly in skirmishes between the founding family members about business
operations. After several family members left the company, Gucci regained its original
reputation for exclusivity, and continues to lead the industry in premier designer handbags.
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