The Owner Of Frida Giannini--Gucci

Gucci designer Frida Giannini

Behind the scenes gold bag chief helmsman

Born in 1972

Frida Giannini, his father is an architect, and his mother is a professor of art history.

But she chose to go to Rome s Fashion Academy (Rome Fashion Institute) for fashion design and later worked in a small fashion company.

"At that time, they were worried about my choice of fashion industry, but when I saw my small achievements, they soon supported my ambition."

Now, her parents are sitting on the front row seats of the Gucci show, enjoying the masterpiece of their only child. They are often filled with tears of excitement.

In 2002, Frida joined.

He is the director of handbag design.

After Tom Ford's resignation, Gucci started with 3 unnamed original design team members responsible for the design of the brand: Alessandra Facchinetti was responsible for women's clothing, John Ray was responsible for men's clothing, Frida Giannini was responsible for accessories.

The industry is rather bad at this "trio" combination, and even thinks there is a danger of "splitting the brand spirit".

In fact, Frida really controls the lifeblood of Gucci in the three positions, because accessories account for 80% of the total sales of Gucci.

In the second years (2005) of Tom Ford's departure, Frida found a printed pattern for Grace Kelly in 1966 from the Gucci file. "I think of the flowers and fabrics that my mother and grandmother had sprouted in 70s, and let them see the light again," and then launched the series of Flora handbags and shoes, which gained a lot of confidence in the market, enhanced their confidence in the market, and created an astonishing achievement of Gucci's annual profit growth of 13.6%, and total revenue surged 29%, and entered the "post Ford era" boom.

Frida frankly, "

Creativity must create commercial value.

If not, even the most perfect works will be meaningless.

All these success can not shake the decisive role played by women's fashion show for brand building and fashion prestige. The glory of the curtain call on the stage is also not related to Frida. Until 2005, PPR appointed Frida Giannini to take over the position of women's dress design director and took charge of the Gucci men's clothing next year.

The face is well proportioned and dignified, and its hair is smooth and soft and bent down on its shoulders. Frida, with its gentle and quiet appearance, contains great potential which is not easy to perceive.

"When I was young, I always loved to stay in my father's studio, painting clothes and shoes, and my mother was accompanying me. She was a woman who loved fashion and refined taste.

Grandma used to have a big fashion shop in Rome.

When I was a child, I stayed there for hours, looking at the ladies in Rome and trying on the beautiful new clothes.

Frida believes that the quality of tenacity and optimism comes from the memory of young family life.

She likes to look at old family photographs, one of which is a snapshot taken by her grandmother and sisters in post-war Rome.

"At that time, they were really poor, often hungry for lack of food.

But they love life very much. Even if they are poor, they will try their best to get a beautiful skirt and a pair of high-heeled shoes.

In hard times, they have nothing, but never despair. "

Frida is the courage to accept the challenge of optimism through the Gucci internal turmoil, but also get rid of the once regarded as Gucci can never be worn out or impossible to overtake the domineering girl signboard, for Gucci to create a new image of rock and roll.

Not only did the 10 weeks' design work complete the debut, attracted the applause of the media and retailers, but also successfully created the new sexy era of Gucci empire's rapid development.

Facing danger, topic storm

2004 "fashion Prince"

The high-profile resignation of Gucci, the whole industry will once give vent to its obsession and discontent and its dissatisfaction with the parent company PPR group, and vent itself on the brand succession. The Gucci fashion house has undergone intense turbulence both inside and outside. The director of accessories, Frida Giannini, is in danger. He took over as the creative director in 2005 and took charge of the brand women's clothing and accessories.

It may be deliberate disdain, and some unintentional disregard. Many people in fashion circles respond to the question: "who is Giannini?"

However, when Frida Giannini completed the 2006 spring and summer debut, she bowed and bowed to the curtain, and everyone realized that the unknown woman, who was originally behind the scenes, had boldly banished the sexy and domineering image of the brand gold paint sign over the past ten years, and turned it into a new look of sensual charming girl.

At the beginning, the industry still had some "wait and see" suspicions, followed by her 06 autumn winter rock and women's fragrance, reshaping the modern style of the 80s, throwing out a beautiful and rapidly rising sales curve, and finally proving to the world that this classic pleasant atmosphere and a little rock and roll temperament have accomplished the comprehensive pformation of the Gucci style and opened up a new chapter for the brand.

Even if the accessories designed by Frida have super energy, but can Frida, who has no experience in women's clothing, really be able to continue to assume the responsibility of Gucci creative director of one of the ten super brands?

Gucci, who is the architect of the new look of the Frida, has been under tremendous pressure, but she can still spend the night before the 06 spring and summer debut.

"I myself hesitated, and all the responsibilities and pressures really made me very nervous. I was afraid to let the people around me be disappointed. I never dreamed of sitting in this position. But how could I refuse this great opportunity? These challenges will never put me in a bind. I try not to think of those boring questions, such as" what do I do "," can I do it "," will I let me go? "

Because I know the rules of the game in fashion circles. In any case, these are doomed to face. "

"So I keep reminding myself that although this is a completely different professional experience, please do not forget that Gucci relies on it.

As a designer of accessories, I am very clear about my role in this ship. "

The Manifesto of Frida is to get rid of its predecessors and go its own way.

She takes herself as a woman's personal preference to ban the unrealistic and sexy appearance, and advocates the emotional life of implicit, beautiful and colorful.

In terms of design, we should dilute each season's overt theme changes so as to deepen the brand's temperament in a gradual way so that there is more coherence between seasons, rather than jumping, prolonging the life and freshness of fashion.

With her curiosity as the source, she sought inspiration from archives collected in the studio of Gucci Milan, and praised Gucci's meticulous sewing of Tuscan ancient methods so as to create a leisurely luxury.

"Facing this scene

For me, Gucci is always optimistic and confident.

At present, the value of fashion quality, handwork and real wear is more important than ever.

This is the unique brand advantage of Gucci. "

Rock and summer vacation in spring and summer 2009 is permeated with

Casual and beautiful skirt style, neutral and colorful female Playboy suit, all simple and easy to wear.

In the autumn and winter of 2009, in 80s, the Tina Chow and Jerry Hall collective memories of the soul projection, even more than ever do not make star red carpet style evening dress, but with the sparkling Clubbing night girl as the spindle, to conquer the national wardrobe.

Frida "sensual" new girl

Frida acknowledges that her relationship with Tom Ford is the most difficult to evade and the most difficult to say.

In 2007, she confessed to the WWD women's wear times of the United States, "my English is not so good that I can't express my inner thoughts accurately, and I am not so famous after all."

But she is still strong enough to say that he has become the history of Gucci, and I am the present and future of Gucci now.

Although the sensational debut of Frida, it can not compare with the suffocating praise of the 1995 Gucci show.

However, the global authoritative fashion media also saw the birth of the Gucci girl who had dared to change. It not only restored the dust laden history of Gucci, but also poured into the women's real sense of touch in the new era.

Sexy is the same, but it takes the natural and perceptual line of Sensual. It has lost some of its predecessors' knives and guns.

"There's a big difference between us.

Dezhou men, and I am a Rome woman in Italy. "

The biggest difference between them is the interpretation of "sexy".

"Gucci's brand DNA always flows with an indispensable sexy feeling.

However, in 90s, Sexy was Sexy Bombshell (sexy bombers).

I want to remain sexy, but refuse to exaggerate.

Today's Gucci is more feminine and more sophisticated than it used to be.

What I want to do is to make Gucci closer to its own spiritual core. "

After years of experience in the media, today's Frida is more sophisticated and sleek when it comes to the term "sexy" than when it took over Gucci women's clothing.

In her manifesto, she said, "as a Gucci woman, though we must be brave and strong, it is not so good to be aggressive. Women can't always show a tough side."

Now she knows how to respond in a more euphemistic voice. "I prefer Sensual to Sexy."

Sensual appears to be more positive, based on intelligence and confidence.

Gucci women always release Allure (seduction) and Attraction (attractiveness), but I prefer to express them in a flexible and less radical way.