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For the last some years Gucci began to associate not only with a sensual aesthetics, and with revealing sex, compelling fashion critics to name it “a pornographic glamour”. However all has changed, when 34-years Frida Giannini became the creative derector, 41-years Mark Lee - an executive director of the brand.
“Sex has been left in 90th, - told Frida Giannini during the last Fashion Week in Milan. – I am interested in the brain, instead of a body”. Sign words have determined those changes which occur to one of the oldest Fashion Houses after Giannini has held a post of the Gucci’s creative director. Today Gucci comes back to the roots.
“This is a new era, - has told somehow Giannini and rubbed her hands after the tremendous success of the checkered suits in style of the 50th. - We come back to our Italian roots: sense of humor, eccentricity, irony, carelessness”.
Successful partnership of Giannini and Li has led to the new page in Gucci’s history, including the income of the company. Only for 2006 sales of the company have increased on the average by 16 % and now for the first time in all history of the brand bring in return 3 million dollars.
Gucci’s clothes have changed, and this is clear at first sight. It became more casual, more sports and optimistic, and, it seems, it conquers the modern women tired from excessive emancipation and dissoluteness.