The Gucci bags from Tom Ford era have become collectible items today but thanks to Frida, a Gucci bag has become less a fashion accessory and more a bag. Coming from the younger generation of women, Frida sees fashion in a more pragmatic way and it translates into the way she approaches her work. The challenge of working with a leather house with a venerable heritage like Gucci is balancing it with the designer’s vision and Frida is pretty good at this game of taking something from Gucci’s archieve  (for instance the flora print, the GG logo, the family crest, the bamboo and the saddle) and putting them on products that sell. Does Gucci today dictate the fashion season after season like Prada or Chanel does? Perhaps not but it sells better and for the house that had already invested so much in rebuilding the brand back in the 90s, perhaps this is time to harvest.

Images are courtesy of Gucci