Fine leather, feuding family members, murder, jail: the Gucci's have always been as flamboyant as its founder Guccio Gucci. He was into luggage since 1900, into business since 1921 and into luxury ever since. The 'movie star brand' nearly went down in the eighties by bad management but was saved in the nineties by Tom Ford who made the label sexy and exclusive again. Currenty Frida Giannini is creative director and has redefined the label with her boho-rock sparkle and a woman's touch. "One tries to reflect the mood of the times," she says. "So I would say that my approach is slightly less provocative than it was before."