MISSION
Repositioning an Italian Heritage Brand to become the leading luxury brand in the world.
Founded in 1921, GUCCI is one of the oldest Italian fashion brand in operation today. With flagging sales in a stagnant market, radical change was needed to shake life into an industry that had fallen asleep at the wheel.
SOLUTION
We were engaged by Tom Ford as core members of his turn-around team to help reposition GUCCI to become the world's leading luxury brand.
GUCCI changed the world of fashion for generations. Kick-starting a revolution that catapulted Creative Directors to global fame and superstardom, ‘doing a GUCCI’ became synonymous with repositioning and relaunching tired and lackluster luxury brands for a new generation of consumers. Without GUCCI, brands like Louis Vuitton, Saint Laurent, Dior, Balenciaga, Off-White and Supreme would not exist in the form they do today. The turn-around of GUCCI was a global phenomenon and recognised as game-changing for the industry.
Creative direction and design of the complete men’s collections and accessory lines, including trend research, fabric and print development, product development, fittings, and fashion shows.
CLIENT
GUCCI
INDUSTRY
Luxury Goods | Fashion
VISION
Leading luxury brand in the world
SCOPE OF WORK
Creative + Design Direction | Product Development
SERVICES
- Creative Direction
- Design Direction
- Insight & Intelligence
- Trend Reports
- Product Development
- Show Production
GUCCI
An icon to define an industry.
The most impactful fashion brand of the generation.
WORK
