Shifting Focus at Gucci

Alessandro Michele was named Creative Director of fashion giant Gucci. He was promoted from deputy when former creative director Frida Giannini left the luxury brand label after two years of decreasing sales.

Michele was given an early opportunity to prove himself at the Gucci Men’s Autumn/ Winter 2015-2016 show, when Giannini departed ahead of schedule. The new director redesigned Urban Romanticism collection in less than a week, featuring an androgynous aesthetic, a stark contrast to Giannini’s references to archival Gucci pieces.

“Alessandro and I are fully aligned on this new contemporary vision needed by the brand,” said new Gucci president and CEO Marco Bizzarri.

This new hiring reflects the recent trend in high fashion of promoting rising stars within the company rather than seeking an outsider to invigorate a struggling brand.