As Gucci celebrates its 90th anniversary this year, creative director Frida Giannini realigns the house’s focus on its heritage – a similar branding strategy by Louis Vuitton has proved highly successful sales-wise – and how its exquisite handmade leather goods have captured the hearts of generations of loyal followers.

Last night, Gucci’s Fashion Avenue boutique at The Dubai Mall brought together a number of its skilled artisans to showcase the techniques, expertise and time required to craft a single Gucci handbag. As they assembled some of the most iconic handbags, customers witnessed first hand the meticulous attention to detail and superb craftsmanship that is involved in the production of every item in Gucci’s leather goods collection.

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The craftsmen focused on assembling three of Gucci’s most popular handbags: the New Bamboo, the Snaffle Bit, and the Handmade bag. The Bamboo and the Snaffle Bit, modern reiterations of older designs dating back to the late 1940s, reflect the brand’s homage to time-honoured traditions.

Guests to the exclusive event were given the opportunity to have any Gucci product they owned monogrammed by the artisans. Clients who purchased items during the event also received a personal letter from Frida Giannini, thanking them for their purchase.

Gucci will continue to host their artisans at The Dubai Mall boutique today to provide customers a unique insight into the old-world production of the brand’s accessories. The craftsmen will then be stationed for similar events in Kuwait and Qatar later this month.

All photos property of La Moda Dubai