Gucci campaigns over the years

Fashion is much more than the latest clothing trends. It reflects the public mood, social norms, economic situation and technological developments. Let’s take a look the things were at Gucci house over the years.

Source: Wikipedia
With beginnings at the end of the 19th century, the Gucci company became one of the world’s most successful manufacturers of high-end leather goods, clothing, and other fashion products. As an immigrant hotel worker in Paris and later London, young Guccio Gucci (1881–1953) was impressed with the luxurious luggage he saw urbane guests bring with them. Before leaving, he visited the manufacturer, H.J. Cave & Sons. Upon returning to his birthplace of Florence, a city distinguished for high-quality materials and skilled artisans, he established a shop in 1920 that sold fine leather goods with classic styling.

The company prospered through the 1970s, but the 1980s were marked by internal family disputes that brought Gucci to the brink of disaster.

The company had previously brought in Dawn Mello in 1989 as editor and ready-to-wear designer in order to reestablish its reputation. Gucci, a faltering luxury goods company, was seeking to strengthen its women’s ready-to-wear presence as a part of a brand overhaul. At the time, “no one would dream of wearing Gucci,” said Dawn Mello. Well aware of Gucci’s tarnished image and the value of its name brand, Mello hired Tom Ford in 1990 to design a ready-to-wear line.




Tom Ford
was promoted to the position of creative director in 1994. In 1995, he brought in French stylist Carine Roitfeld and photographer Mario Testino to create a series of new ad campaigns for the company. Between 1995 and 1996, sales at Gucci increased by 90%.By 1999, the house, which had been almost bankrupt when Ford joined, was valued at about $4.3 billion.

1995 FW




1999 FW (remember the shoes? ;p)


2000 FW
2001 SS
2002 FW
2003 FW


2003 SS


2004 FW


2004 SS


Women’s Wear Daily then announced the departure of both Domenico De Sole and Tom Ford from the Gucci Group when their contracts expired in April 2004 The last spring collection under the direction of Ford and De Sole was a critical and commercial success. When Ford left in 2004, Gucci Group was valued at $10 billion

In 2005, Frida Giannini was appointed as the creative director for women’s ready-to-wear and accessories, previously joining Gucci in 2002. In 2006, she also became the creative director for men’s ready-to-wear and the entire Gucci label.


2005 SS


2006 FW


2007 (I still find similar shoes in my clients’ wardrobes. If you own a pair of shoes similar to these, consider that they have been out of fashion for more than 10 years)


2008 FW
2008 SS


2009 FW
2009 SS


2010 SS
2010 FW


2011 FW
2011 SS


2012 FW
2012 SS


2013 FW
2013 SS


2014 FW
2014 SS

As announced in December 12, 2014, Creative Director Frida Giannini and CEO Patrizio di Marco were to step down from Gucci. Marco Bizzarri was appointed CEO of the brand.

2015 SS


In January 2015, Alessandro Michele was appointed Creative Director of Gucci. And the new era began!

2015 FW
2016 SS
2016 FW


2017 SS
2017 FW (Sci-Fi inspired Gucciverse)


2018 SS



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