Gucci creative director Frida Giannini traveled to São Paulo to open the 'Forever Now' exhibition, and along with Gucci President and CEO Patrizio di Marco and Kering CEO François-Henri Pinault hosted a private preview and a gala dinner with celebrity guests including German model Toni Garrn and American actress Camilla Belle. The showcase, the brand's first temporary art installation in the Brazilian city, is a replica of Gucci’s Museo in Florence and celebrates the fashion house's heritage.

Held on the third floor of the JK Iguatemi Mall, the three-week long exhibition of the Gucci Museo's collections opened this weekend, with rare Gucci pieces from the archives including trunks, suitcases and accessories created in the 1950s, 60s and 70s. The iconic Bamboo bag, created in 1947, as well as the Gucci 'Flora' print which was designed in 1966 and first presented as a gift (in the form of a silk scarf) to Princess Grace of Monaco, are also on display.

The horsebit loafer, which just celebrated its 60th anniversary last year, is feted with archival pieces, as well as Gucci Made-to-Measure suits and Gucci Premiere ladies' gowns.