Italian-born Gucci creative director Frida Giannini had a very large pair of logo loafers to fill when she took the reins at the Italian fashion house. Her predecessor, Tom Ford, held her office for a decade and completely revamped and reinvented the storied luxury label. This season, however, more than any other, Giannini is proving that she has a firm grasp of the future of the double G logo. And she’s doing it her way. While Ford was concerned with branding and the label’s celebration in the world press (feats he accomplished with flying red, green, and white colors), Giannini has repositioned the Gucci aesthetic as a brash, beautiful, customer-focused international powerhouse with clothes that are as nonchalant as they are subtly seductive. Tom put the brand on everyone’s lips, but it’s Frida who is keeping the pants on their hips. Ford sold sex and lace and purple nipples; Giannini sells modern cool that is instantly classic yet perfectly of this moment. Appointed to the top gig after climbing the Gucci ladder to the head of the accessories department, she is a modern working woman who knows her customer. But more importantly, Giannini knows her Gucci.
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