The renaissance of Gucci’s codes

 

Reigning over the creative realm of the Gucci brand, Frida Giannini is imposing her formidable creative drive and reinterpreting the brand’s icons.

 

A simple and reserved young woman from Rome, Frida Giannini is far removed from the world of glamour and glitterati. A music enthusiast, she collects vinyl records. Tenacious and attentive to detail, she can often be found in the workshops alongside the workers and technicians, ensuring the choice of just the right materials. This is part of her secret. Her golden fingers and her imagination do the rest.
 
Her vision of the brand – optimistic, light and floral – marks a return to Gucci’s traditional codes: the horse-bit and stirrup, the GG logo, the Flora pattern... Evidence of this is seen in La Pelle Guccissima, the new leather goods collection from the brand that picks up on two legendary symbols, the GG and the horse-bit, with a revolutionary technique (hot stamping, polishing and finishing with natural wax). This collection is found in all of Gucci’s accessories lines: handbags, shoes and small leather goods. Scarves in velvet, silk or cashmere, marked with the GG logo and the horse-bit, complete the range.
 
Gucci’s themes of power and sensuality are being revisited. The new leather and women’s ready-to-wear collections have been an instant success and sales are soaring.
 
 

Frida Giannini: a few key dates
1972: born in Rome
Studies at the Academia del Costume e della Moda in Rome
1997: begins her career with Fendi where she works in women’s ready-to-wear and then leather goods
2002: joins Gucci to oversee handbags
2004: creative director of Gucci accessories
2005: creative director of women’s ready-to-wear and accessories for Gucci
2006: creative director of the Gucci brand

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