In 2006 Tom Ford was succeeded as Gucci’s creative director by Italian designer Frida Giannini. Notable for being a part of the accessories team that designed Fendi’s infamous Baguette ‘It bag’, Giannini was first employed to oversee Gucci’s handbag division, but her role soon expanded to encompass accessories and women’s ready-to-wear. Giannini’s hyper-feminine aesthetic and use of floral, metallic and animal-print textiles brought an exuberance to Gucci’s design language and garnered tremendous commercial success for the fashion house.