Finding Frida

Over the past few years the Gucci brand has quietly begun to re-invent itself. When Tom Ford was Creative Director it seemed in line with it's power fashion, but since he left and Frida Giannini stepped up, it's really moved itself forward.

In fact the more i read about Giannini, the more i find her role and what she's achieved so far fascinating. I'm always obsessively interested in Creative Directors who bring about change in their organisations.

Her effect on a long standing fashion house has been so great there is even an area of their global site dedicated to her biography. It would appear the Creative Director has become part of the label's USP.