Letters to Father Christmas by GUM Gianni Chiarini
In occasion of the 2015 Christmas holidays, GUM Gianni Chiarini presents the ‘Cuore’ range as a preview of the Spring/Summer 2016 collection. As the Italian term ‘cuore’ means heart, GUM thought of truly unique original initiative, #GumForLove, in order to properly celebrate the heart. At Christmas, hearts reveal themselves and carry love messages in the true sense of the word. The new development is that the ‘Cuore’ bags will have personalised love letters: real letters, unique individual message for yourself or for your loved ones. From November 20th to December 24th, anyone purchasing any item of the ‘Cuore’ range at the GUM stores in Milan and Florence will be part of #GumForLove and choose the person to whom to dedicate a special love letter.
Talented writers, experts in matters of the heart, have been specifically chosen to help to write the letter, put in an envelope, send it to the beloved addressee, whether a partner, a family member, even the purchaser. A real letter, written by real people, that speaks of true feelings.
Through this initiative, GUM invites to spare a thought to who, day after day, makes us feel unique and special, who gives us unforgettable moments, who we will bring forever in our hearts because of these and others reasons.
Iconic pieces, indicators of personality or, quite simply, women’s best friends: the GUM bags are proof that the Florentine entrepreneur Gianni Chiarini knows his stuff. Especially since the leather company is a family business inherited from his father Carlo who in the 1990s embarked on a creative business adventure by relying on the vitality of one of the most important tannery districts in the world and the truly innovative at the time model of Italian fast fashion. Thanks to this strong background, Gianni debuted in the late 1990s with the brand that bears his name as well as his interpretation of style and his creative vision.
