Tom Ford held the position as Gucci's creative director from 1994 until Fall 2004. Under his tenure, the house transformed from a somewhat dusty leather and fur label into the epitome of luxury and glamour. One of Ford's standout achievements was his ability to inject sensuality and provocation into the brand's DNA with incredibly sexy designs, often with plunging necklines and daring cutouts. His sensational catwalk shows created buzz and anticipation, and his provocative ad campaigns for Gucci caused conversation and controversy, not only capturing but defining the zeitgeist of the late 90s and early 2000s with sultry images that became synonymous with the brand's seductive appeal. His designs were worn by numerous celebrities, including Madonna and Gwyneth Paltrow, which further elevated Gucci's status and visibility. Tom Ford played a crucial role in rejuvenating and expanding the brand. Between 1995 and 1996, Gucci's sales increased by 90%. By 1999, the house, nearly insolvent when Ford joined, was valued at more than $4 billion. The designer's daring designs, provocative marketing and celebrity endorsements catapulted Gucci into the fashion stratosphere, leaving a lasting legacy of glamour and sophistication.