MILAN, Sep 28, 2005/ FW/ --- Frida Giannini, who was appointed Creative Director for Gucci’s women’s ready-to-wear last March made her debut today, presenting a different vision for the Italian fashion house.

Looking into the post World War II era wherein the world as a know it began with the invention of the atomic bomb, it was an apt choice for Giannini who in a way is also marking a new beginning for her life as a designer shifting her focus from accessories to apparel, and also for Gucci, which is still trying to find a new image after Tom Ford.

Puff sleeve blouse with keyhole necklines that reaches almost to the navel, wash-out prints that are representative of the era, cute bows finishing off a collar, one-shouldered mini-dresses accessorized with a tiny belt and bias cut skirts that flutters with the wind are reminiscent of the optimism and innocence of the 1940s.

Though definitely not the Andrew Sister’s ‘Boogie Woogie Bugle Boy of Company B’ vision of their time, with the cutout backs and low-rise trousers, the spirit of hopefulness and buoyancy was definitely there.

In an interview with Time Magazine, Giannini had been quoted as ‘planning to bring a timeless quality to Gucci.’

Cited as an example was the success of the Flora line of accessories introduced last year, inspired by the print of a Gucci scarf made for Grace Kelly.

"I want to continue to develop it, not sell it or mark it down," Giannini told Time Magazine.

So, maybe, that’s where the inspiration for the butterfly and floral prints came from. Giannini was just expanding on her success as an accessories designer. With all the exits shown accompanied by a bag, Giannini was wearing her heart on her sleeves in a manner of speaking.

Overall, it was a good collection and would probably sell very well. The handbags, belts, shoes and other accessories will surely fly off the shelves.

But the clothes might be a different story as the fashionistas who “grew up” with Tom Ford might look for the brazen sexiness that he used to offer.

Still, this is just the beginning for Giannini who is truly trying to find a new image for the label.

Again, from the Time Magazine interview, she had been quoted saying, "The Gucci woman enjoys life, is successful in her job and leaves a lasting impression every time she walks into a room."

And like the sanguinity of the 1940s, Giannini might be building on something new. It will just take some time. After all, Rome was not built in a day.

Or, in this case, rebuilding is not done overnight.

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