Brand Information

I believe that Gucci is a shining name in fashion circle, well-known for its handbags, dresses, and other accessories. All is the beloved of women. Behind all the masterpieces of Gucci, it’s necessary to have an acquaintance of its chief designer, Frida Giannini.

Frida, a low-pitched accessory designer behind the curtain years ago, now has become the chief designer of Gucci. She established a brand-new image of sensibility and elegance for Gucci with her sharp eyes, changing the previous image of sexy and overlord. Hereby, she established her authorized status in fashion circle.

Frida was born in Rome in 1972 whose father and mother are respectively architect and art professor. Her parents expected her to work in the architecture field, but she chose Rome’s Fashion Academy for her future development, learning fashion design. After her graduation, she worked in a small company with a small scale. At that time, they were worried about my choice. However, after witnessing my several good results, they began to respect my selection and give me the support. Currently, her parents are sitting at the front line before Gucci show stage, appreciating the masterpieces designed by their only child with eyes moistening.

In 2002, Frida allied herself to Gucci, taking over the position of handbags chief designer. After the demission of Tom Ford, Gucci designated three employees in design team to be charged of the design work of brand. Alessandra Facchinetti was responsible for women’s style; John Ray for men’s style and Frida for the accessories. At that moment, the people in fashion circle didn’t have good view on their team. Some even considered they have the risk to disintegrating the spirit of brand. Actually, Frida is the right person who controlled the destiny of Gucci, because accessories took 80% at the proportion of Gucci sales. In 2005, the second year after Tom Ford left Gucci, Frida found the printing pattern of 1966 which was designed by Grace Kelly in Gucci files. It made Frida associate the surface fabric in 1970s. An idea of reusing the materials comes up to her mind. Later, she launched her own series of handbags and shoes. Her total win in the market strengthened her confidence. The annual benefit of Gucci had increased by 13.6%. And the total income was up to 29%. Gucci stepped into another prosperous period after Ford left.

Frida confessed that fashion creation should come up with commercial value. If not, even the perfect works can become meaningless. All the success could not shake the decisive role of brand molding and fashion reputation of women dresses. The honor of seasoning show had no relationship with Frida. Until 2005, she was designated to take the position of women-dress designer and the men-dress designer next year. Only from that moment, she had the authority for Gucci design.

You cannot imagine that such a gentle girl has that potential capability. Frida said: “I always like to stay in my father’s studio when I was young, drawing clothes and shoes with my mother accompanied beside. She is a woman mad at fashion with elegant taste. My grandmother is a Roman with a large fashion store. Each time I arrived there, I would stay for several hours, looking at the Roman ladies to try on those beautiful new dresses.” Maybe her potential on fashion design is cultivated by her family environment. She considered herself has the personality of perseverance and optimism which have close relationship to her recall of family life. Frida is a person with strong responsibility of family. She likes going through the pictures of the family. At that time, they were poor and starving for no food to eat. However, they were still keen to life. Even living poorer situation, they would try best to gain a suit of dress and a pair of shoes. In the tough years, they had nothing but they were never disappointed and pessimistic.

It is her spirit of optimism and the challenging courage that make her survive in the breaking period of Gucci, and establish her own style. She used ten weeks to finish her first design which obtained the big applause from the media and the retailers. Then push Gucci to a new sexy era.

When she just took over the position as the chief designer of Gucci, her ability was strongly doubt by people. Even though she had the experience of accessories design, but she has none in women dresses. Was she qualified enough to be the chief designer of the top10 super brands? How can a person without good communication skills lead the fashion trend? With great pressure, Frida still lived two peaceful nights before the spring & summer show of 2006. Frida said: “I ever put myself in the dilemma situation. All responsibility and pressure made me nervous. I was scared to make the people around me disappointed. To be the chief designer is out of my expectation. However, how can I give up such a progressing chance? This challenge can’t trap me inside. So, I tried not to think about those tiresome and meaningless questions. I knew the game principle of fashion circle. Anyhow, all is destined to be confronted. I kept myself warned that Gucci stated its business based on the accessories. As the chief designer, I was very clear about my role.

Currently facing the economic recession, Frida always keeps an optimistic and confident attitude. The quality, craftsmanship and the practical usage value are more important than other elements, which is the unique competitive edge of Gucci. Frida once said that the relationship between she and Tom Ford is hard to avoid and hard to express. The two have something in common but much difference in design. Sexy can be interpreted in both of their design, but the focus is different. Tom Ford emphasized on Sexy Bombshell, while Frida preferred Sensual. Sensual performs more positive, which is established on wisdom and confidence. Gucci women are always of allure and attraction. At present, Frida has become the soul person of Gucci designer, pushing Gucci to another high in international market.