When it comes to ranking cachet, few things can beat a royal pedigree. Add a dash of Hollywood DNA and is it any wonder why Gucci has decided to renew its contract with Charlotte Casiraghi, granddaughter of Princess Grace Kelly and fourth in line for the Monegasque throne?
The 25-year-old royal will star in Gucci’s latest Forever Now campaign, a series of non-seasonal ads first launched in 2010 to promote the bougie brand’s heritage status (and accompanying price). Developed by Gucci creative director Frida Giannini and photographed by four of the world’s leading fashion photographers, the new Forever Now campaign will tell the story of the brand in a series of ads over the next two years.
The first photos are shot by Peter Lindbergh and evoke the origin of the Gucci green and red stripe. No, there’s not a secret Rastafarian connection; the design was actually inspired by—who knew?—founder Guccio Gucci’s love of riding gear. The accompanying photos feature Casiraghi, an accomplished equestrian, in a stable decked out in Gucci gear. The first ads will launch March 7.