Gucci Attache Bag: An Object Of Desire

A piece of contemporary design created from the awareness of a modern attitude and of the intentional revival of a historical object from the archive: Gucci Attache is a bag that reinterprets tradition and the system of House codes while transporting a silhouette, which draws from an intuition and an attitude of the 1970s, into the present through a narrative and gesturality outside the confines of gender, feminine or masculine.

Attache, like the French word for “hook,” like the geometry with which, through the power of symbols, can be defined as onomatopoeic because it closes onto itself like a hook. Or like the metallic hook that attaches the two corners. Attache, therefore, is the bag that progresses from a half-moon design encompassed by the Web, distinguished by a metal G that opens and closes its silhouette.
Versatile as a symbol, in shape, and in volume, the Gucci Attache is presented as the essence of a very current attitude and gesturality. Both in its medium and small sizes and in the diverse ways it can be worn, either on the shoulder or across the body, the line presents that appeal that only objects with dual functions can have.

“I was fascinated by the bag after having laid upon it a casual and fleeting glance while I was in the archive… Immediately, a desire took shape to reinterpret it and include it in the Love Parade collection for the fashion show in Los Angeles because its silhouette, typical of the Seventies, projects a very modern attitude that convinced me to draw out an eclectic symbol that could express the idea of a dual function. It is its G-shaped clasp detail, with its mechanical origin, that makes it the joining link between a bourgeois spirit, typical of an object of this kind, and the functionality of the world of utility,” says Alessandro Michele, Creative Director of Gucci.

With its interchangeable straps, in leather or the Web, that allow it to become both a shoulder bag and a handbag, the Gucci Attache is an item of design that is both transportable and ergonomic, living in contact with the body, a perfect silhouette to add to a hypothetical collection of objects of desire. In other words, of those wonderful, useful, inseparable objects that in the culture of contemporary living, have become bags.

The Gucci Attache is featured in a campaign that Art Director and photographer Max Siedentopf shot against a metropolitan backdrop, underlining the same symbols that form the meaning of this bag: references and perspectives that together, know how to create that glam-utility that is the expression of a culture of appearance and practicality. Two elements that create a desire for beauty.

CREDITS

Creative Director: Alessandro Michele
Art Director: Max Siedentopf
Ph & director: Max Siedentopf
Make up: Camilla Romagnoli
Hair: Andrea Martinelli

MUSIC CREDITS

“Boys Wanna Be Her” performed by Peaches
Written by Merrill Nisker
Licensed courtesy of XL Recordings Limited
©Published by I U She Music GmbH
Administered by Kobalt Music Publishing Ltd