When I joined Gucci in 2002, I immediately wanted to make a research trip into the archives because I'd heard about how incredible they were, but I never had the opportunity to visit them.

Frida Giannini

About Archives Because Gucci Had Heard How Immediately Incredible Joined Make Never Opportunity Research Them Trip Visit Wanted Were

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I don't want to be too 'classic' because it's not in the DNA of Gucci. You need to be a little bit provocative.

— Frida Giannini

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I think the '70s are always inspiring to me. I was born then, so I have a lot of memories about how my parents were and what kinds of movies I was watching.

— Frida Giannini

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Venice never quite seems real, but rather an ornate film set suspended on the water.

— Frida Giannini

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My biggest satisfaction is always when I make something beautiful and well-done that I can see on a real man or woman - not only in the glossy magazines.

— Frida Giannini

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I am comfortable giving people direction. If something is not good enough, my job is to find a way to help them learn from their mistake, and understand that next time I expect better.

— Frida Giannini

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