I’m striking a balance between fashion, luxury and wearability: Frida Giannini

One of the most powerful women in fashion, Gucci’s Frida Giannini on taking over from Tom Ford, working with Madonna and more...

As the creative force behind one of the most sought-after labels, what sets you apart as a designer?
I think I’m striking a balance between fashion, luxury and wearability that people are responding to. What makes our products unique is the research behind the fabrications and the high quality craftsmanship that the brand has excelled in for almost 90 years.  We also have an incredible heritage and history that it is a great influence on my work and continues to set apart every new design I create.

You once said in an interview: “[Tom’s] obsessed with [selling] sex, and I’m not.” How difficult was it to step into the footsteps of Tom Ford whose name was synonymous with the House?
The biggest challenge was finding the right path to keep the House fresh and relevant.  What I have tried to do in the last four years as Creative Director is to keep a strong connection with the house’s unique heritage of quality and craftsmanship, but to infuse it with a modern spirit.  At the moment, what feels right is a sense of confidence, optimism and sensuality that is soft, not aggressive. The blatant sexuality has been toned down to a more sensual approach.

Tell us one thing about yourself that nobody knows…
If I hadn’t done this, I’d love to have been a rock star. Unfortunately, there’s really no chance of that:  I have a terrible voice…

You’re involved with Madonna and Rihanna in their Raising Malawi and Unicef charities respectively. What was it like working with the pop queens?
I have been lucky enough to get to know quite a few impressive people in that world through my job.  I have had wonderful dinners and evenings out with Madonna, but the highlight was collaborating on our very successful fundraising event in New York on February 8th 2008 that raised 2.7 million dollars. Rihanna epitomizes the brand — confident, beautiful and smart.  She can be tough, yet sensual at the same time.

What creatively inspires you?
Creativity is an ongoing process.  It’s not something that you can turn on or off. I am constantly observing everything around me. The people, places, objects that make an impression on me are the things that usually stimulate a creative response. It can be a great song, a beautiful view, a new movie. I think what makes artists unique is their personal interpretation of these outside impressions. I can get a million ideas just by looking at a particular door knob and they will be very different from someone else’s vision. The key to creativity is to continuously be interested and curious.

What are your thoughts on Indian fashion?
I have wanted to visit India for a long time, as it is a very interesting and dynamic country filled with contrasts. The Indian culture is fascinating and provides a huge amount of creative inspiration all over the world. Personally I am intrigued by the vibrant colours of the country as well as its antique heritage in the arts. I am also following the careers of many Bollywood leading ladies such as Priyanka Chopra, Kareena Kapoor, Katrina Kaif, Bipasha Basu and of course Aishwarya Rai and Freida Pinto who I find beautiful and very talented.