From Ford to Demna: Reimagining Gucci's Seduction

In 1994, Tom Ford was tasked with reinventing the house of Gucci, over 70 years after its founding. Ford's vision reinterpreted '70s decadence into a sharper, modern aesthetic with velvet suits and satin shirts. His iconic spring 1997 show featured models in nearly invisible G-strings, their metallic Gucci logos glinting like jewelry, highlighting the brand's seductive aura derived from its wearers.

More recently, in February 2026, artistic director Demna presented his first full collection for Gucci. This debut drew heavily from the house's provocative '90s era with skintight dresses and low-riding leggings. A show highlight featured Kate Moss in a crystal-covered gown and a diamond-encrusted thong with the double-G symbol, evoking Ford's cinematic tension and Gucci's playful spirit, as Demna noted the brand is about 'having fun, not taking it too seriously'.