For Spring Summer 2010 Creative Director Frida Giannini presents a double-faced collection that exposes both Gucci’s noble traditions as well as the House’s firm view towards the future. Using iconic elements of Gucci’s storied past as well as the most classic of wardrobe essentials—the Little Black Dress—as a launching point, Giannini offers her own dynamic and coherent vision of modern femininity. Shot with the adrenaline of extreme sports and their technical details, these classics have been reborn and contemporized, emphasizing the dual forces of tradition and innovation. The collection is unapologetically confident and resolutely sexy in its mood, yet grounded in the complex workmanship techniques and impeccable craftsmanship for which the House of Gucci is known.
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