The place: Via Condotti 8, Rome, Italy.  The time: Spring 2009.  The creative force: Gucci Creative Director, Frida Giannini

An icon of Italian design and craftsmanship, Gucci has long been synonymous with sophisticated Italian style.  They are known for their high-end leather goods, elegant apparel and scarves, and their signature fragrance, but Gucci is also a player on the luxury watch scene.

It is no mistake that as the company celebrates its 70th Anniversary; they remain on the cutting-edge of high-concept fashion.  This is because the creative force behind the Gucci brand is a 36-year old, Roman-born designer, who knows what today’s woman wants to wear.  She envisions a softer, lighter, and more moderate mood for the brand.

Frida Giannini is this visionary, and she represents a more casual way forward for Gucci. From her signature Converse All Stars, to her earthy and grounded personality, Giannini brings a confident, breezy approach to her designs. This is particularly evident in her inspired collections of clothing, accessories and watches.

An example of her youthful design theme can be found in the Twirl collection of Gucci watches, which are a departure from Gucci’s equestrian-styled “horse-bit” theme.  These fanciful timepieces incorporate whimsical, textured leather cuff bracelets with round dials, and are available in a brighter selection of colors than one would expect from a Gucci watch.

Try a Twirl on for size, and look for more inspired interpretations of Gucci favorites from Giannini.  Her vision for Gucci is already making waves on international runways.