Sex sells, and Gucci knows it. It took a while, though, to figure it out.
For about six decades, the brand’s advertising tended toward the traditional: text-heavy, focused on quality and craftsmanship. In the early Eighties, it briefly flirted with American-style glamour, using models like Carol Alt and Andie MacDowell as eye candy. But in the mid-Nineties, Gucci ads got aggressive — very aggressive — courtesy of creative director Tom Ford’s ultrasexy vision and backed by chief executive officer Domenico De Sole’s open checkbook. And it paid off.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"