Gucci achieved astounding global success and is named the most desirable luxury brand in the world (Nielsen company, 2007). Frida Giannini, formerly Creative Director of accessories, is appointed sole Creative Director in 2006. Exploring Gucci’s rich heritage and its incomparable craftsmanship capabilities, Giannini has created a unique vision for Gucci that fuses past and present; history and modernity. Key house icons are reinvented in a fresh new guise, including Flora, La Pelle Guccissima, the New Jackie, and the New Bamboo, as the house’s tradition for innovation accelerates under Giannini.
The company’s partnership with UNICEF, first started in 2005, gains traction each year. A major corporate initiative that dovetails seamlessly with the Italian brand’s global reach, Gucci’s link with UNICEF has helped four million children through the Schools for Africa initiative.
In 2009, Patrizio di Marco succeeded Mark Lee as CEO of Gucci. Under his direction the storied Italian brand's exclusive heritage and long-lasting values are emphasised in conjunction with its high fashion and aspirational style.