The globally respected brand survived quite a few twists and turns. In 2015 Alessandro Michele took the position of creative director and started a global renovation by radically changing the house. From aggressively sexual it moved to bohemian, romantic, lively and free.

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The year 1921 is considered the year when GUCCI was founded: Guccio Gucci, son of a craftsman, opened his first store in Florence. He produced travel bags, gloves, shoes, belts and other accessories, jockey costumes and purses. The red and green Web stripes appeared in the 50s and referred to horse riding — similar colored stripes were used to attach a saddle to a horse. The stirrup-shaped Horsebit details appeared at the same time. The sixties and the seventies were the golden age of the brand; Audrey Hepburn and Jackie Kennedy were seen with the purses, the Flora scarf was designed exclusively for Grace Kelly, Princess of Monaco, and Jackie O purse for Jackie Kennedy. The brand got its famous logo made from two crossed letters G, released the first clothes collection, and began the exploration of the perfume world. The triumph also continues in the eighties. In the nineties, the position of creative director was taken by Tom Ford, and it is because of him the world gets to know about Gucci style, which is uncompromising luxury without any reference to equestrian sport. That's what the brand has been living by up until now. It didn't launch any second line even when many premium brands had already done it. The mid-zeros are the years of Frida Giannini's work. She carried on the heritage of Tom Ford and the house itself. The brand became more elegant and feminine while remaining the iconic image of Italian luxury. Before becoming the creative director Alessandro Michele had been working at GUCCI for 12 years, the last three of them as Giannini's right hand. His collections are shockingly opposing: all the things look bohemian, loose and vintage, and are far from the prior looks. However, Michele succeeded in making the brand's renovation the main event in the industry lately, and excessive sexuality was replaced by the main value — maximum naturalness.

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