By Frida Giannini, silk-blend midi dress with ruffles, 38.

In the '30s and '40s, despite economic difficulties and material restrictions during the war, Gucci innovated by using creative alternatives like bamboo: thus the famous 1947 Bamboo Bag was born, destined to become an icon. In the post-war period, the brand expanded rapidly, opening boutiques in Milan, Rome, and then New York.

Between the '50s and '60s, Gucci became a symbol of the international jet set. Celebrities and Hollywood stars — from Grace Kelly to Elizabeth Taylor — chose the brand, contributing to its global fame. Distinctive symbols were born, such as the equestrian-inspired horsebit and the interlocking double G logo.

In the '80s and '90s, however, the company went through a deep crisis due to family conflicts and fragmented management. The turning point came in 1994 with the arrival of creative director Tom Ford, who relaunched the brand with a sensual, minimalist, and provocative style. Gucci returned to the forefront of international runways.

From 2015 to 2022, under the creative direction of Alessandro Michele, the brand experienced a new rebirth, focusing on eccentric, gender-fluid aesthetics and strong cultural storytelling. Today, Gucci is part of the Kering group and is one of the most influential luxury brands in the world, capable of continuously reinventing itself without losing its Florentine artisanal roots.

A story of family, crisis, rebirth, and creative vision that transformed a small Tuscan shop into a global luxury empire.

• Gucci.
• Silk blend midi dress.
• Ruffles.