Gucci was founded in Florence in 1921 and quickly established a reputation for finely crafted leather goods and luxurious handbags. In the mid-1960s, its now-iconic double-G motif, inspired by two interlocking stirrups, became one of the house’s defining symbols, while fashion collections were introduced in the 1970s. After a period of considerable economic turmoil during the 1980s, Gucci entered a new chapter with the appointment of Tom Ford as creative director in 1994. Ford’s distinctly sensual and provocative aesthetic transformed the house from a somewhat conservative leather and fur label into one of the defining names in luxury fashion. His sensational runway shows and provocative advertising campaigns generated considerable attention and controversy, defining the image of fashion’s sexiness in the late 1990s and early 2000s. His designs, often characterised by plunging necklines, daring cut-outs, and an overtly glamorous attitude, were worn by numerous celebrities, including Madonna and Gwyneth Paltrow. By 1999, the house, which had been close to insolvency when Ford joined, was valued at more than $4 billion. Following Ford’s departure in 2004, the house continued to evolve under notable creative directors including Alessandra Facchinetti, Frida Giannini, and Alessandro Michele.