DNA
Now we continue with the DNA, to illustrate it we will use a brand that has been able to remain in force since 1921. The first dress chosen was designed by Frida Giannini, made of silk chiffon with iridescent sequin appliqués. In addition to maintaining the essence of Gucci, its feminine and ethereal style can be appreciated.
Brand DNA is the set of values, aesthetic codes and fundamental principles that define the identity of a fashion house and differentiate it from its competitors. It is the essence that remains constant over time, even as creative directors change or trends evolve. This DNA is reflected in elements such as the choice of materials, the silhouettes, the visual narrative and the symbolic universe that surrounds the firm, ensuring coherence and recognition in each of its collections.
Model and actress Rosie Huntington-Whiteley, known for being part of sagas such as Mad-Max and Transformers, wore this dress to the 2014 LACMA Art + Film Awards gala.
Frida Giannini was Gucci’s creative director, a position she assumed in 2006, after having led the women’s ready-to-wear and accessories lines. During her tenure, Giannini gave the Italian house a sophisticated, modern approach, inspired by the elegance of seventies glamour, with a refined style and clean silhouettes that contrasted with the more provocative aesthetic of her predecessors.
