Gucci has just revealed the second installment of its “Forever Now” icons of heritage advertising campaign, conceived by creative director Frida Giannini in collaboration with Charlotte Casiraghi. Two new portraits shot by Inez Van Lamsweerde & Vinoodh Matadin celebrate the iconic metal horse bit, an element that entered the brand’s vocabulary nearly sixty years ago. The vivid black and white photographs portray Charlotte Casiraghi in a natural, spontaneous atmosphere full of details.

Giannini explained, “A source of infinite inspiration, the double ring and bar motif taken from equestrian hardware has become an icon linking Gucci’s unique history with its modern day attitude. This new portrait of Charlotte Casiraghi once again offers the perfect backdrop to celebrate this signature icon of the House of Gucci.”

The new images from the “Forever Now” campaign will appear worldwide in August via newspapers and fashion and lifestyle magazines that complement the House’s seasonal fashion campaigns. The first “Forever Now” advertising campaign series was launched in fall 2010, in the run up to Gucci’s 90th anniversary, and featured original black and white photography from Gucci’s Florentine Artisans archive.