Gucci presents the Hysteria collection, invented and designed by Creative Director Frida Giannini, an extensive and covetable new series of elegant bags in six powerful shapes. She has also introduced the Gucci crest into the design vocabulary of the collection and uses them as decorative metal studs. Gucci’s Spring Summer 2008 accessories fashion statement, this collection of handbags “has a cool ambivalence about it that matches the attitude of the ready to wear,” explains Giannini. “It’s a bit mysterious and dark, but also very sexy.” The large, incredibly soft and lightweight handbags, from sleek to squishy, are spacious and oversized. Luxurious details, such as the Gucci crest studs, add sophistication, while the graphic colors and choice of materials anchors the collection in youthful modernity. Modern materials and shapes contrast purposefully with Gucci’s historical crest. Introduced in the 1950s by Guccio Gucci, it depicts a knight in armor carrying luggage, under a rose and helm, symbolizing the family’s refinement and entrepreneurial power. An early Gucci branding tool, the crest was recently re-inserted into a modern day context, as a decorative metal hardware throughout the Hysteria collection. Together with the collection’s key colors (metal bronze, yellow, pink, white and black), the crest provides a striking visual effect, and a melding of Gucci’s rich history with its bright future.

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