As the glamorous fashion label turns 90, the success of the double-G trademark brand is unquestionable. Survival in luxury fashion depends on defining market share, and creative director Frida Giannini has proven she knows the soul of the House of Gucci. Tom Ford may have made Gucci the sexiest brand in the world, but it's today's reinterpreted horsebit styles and Jackie Kennedy scarves that keep the design house on top. And while Gucci remains a fashion must for virtually every A-list celebrity, their designs have moved from heart-stopping sexy rock star to something classically subdued and retrospectively feminine. There's another store on Via Borgognona.