After news broke of how fashion power couple Patrizio di Marco and Frida Giannini were stepping down from their respective roles of CEO and Creative Director at Gucci there has been wide speculation as to who would take over. Many hoped Tom Ford would return to the helm, but he did not… The coveted role has gone to Alessandro Michele.We reported back in December how Patrizio di Marco and Frida Giannini were leaving Italian luxury goods brand Gucci, which is part of the French group Kering, after failing to stem falling sales. At the time, former head of Bottega Veneta, Marco Bizzarri, was chosen to replace Marco as CEO, however a replacement for Giannini was yet to be decided.
When Giannini, who has worked for Gucci for for than 12 years, left the fashion house this week – a month early than planned and a week ahead of the label’s fashion show in Milan for the men’s autumn/winter collection – there was wide speculation that Tom Ford would be brought in. Ford was responsible for turning the dire finance of the brand around in the 1990s, which he did with gusto.
However, it has finally been announced that Alessandro Michele, 42, is the man for the job. He will be responsible for all of the Italian house’s collections as well as the global brand image, and his first collection will debut at Milan on February 25.
Already considered a Gucci insider Michele, who started his career as a senior accessories designer at Fendi (not a bad start), was hand-picked by Tom Ford in 2002 to work in Gucci’s London office where he worked on various roles including director of leather goods. He was also working as accessories designer under Frida Giannini.
Discussing the decision to appoint Alessandro Michele, Marco Bizzarri, President and CEO of Gucci said: “Alessandro and I are fully aligned on this new contemporary vision needed by the brand and we will be continuously inspired by that new identity in our respective roles and duties. Alessandro’s talent and his knowledge of the company and the design teams in place will for sure allow him to move quickly and seamlessly in implementing his new creative direction for the collections and the brand.”
With is vast accessories knowledge, the brand is hoping he will not only revamp the men’s and women’s collections but will also make the Gucci bags iconic again.
Much like Tom Ford during his 1994 to 2004 reign, it is hoped that Michele will inject some sex appeal back in to the fashion house and unlike Giannini, who was inspired by other trends, he will be setting them. We can’t wait to see the revival.