Luxury Italian house Gucci began as a boutique leather company long before it became a fashion house with high-profile designers at the helm. Founded in 1921 by Guccio Gucci, over the years the brand has been at the pinnacle of fashion. Tom Ford redefined the Nineties look with his seismic marketing moves and game-changing, provocative advertisements that blurred the lines between pornography and fashion. During his ten years at Gucci, Ford engaged iconic (and now infamous) photographers, as well as the eye of Carine Roitfeld, to create genuinely unforgettable campaign imagery in the mid-’90s when it was first testing the bounds of censorship.

Under his tenure, Gucci campaigns, with their glossy finish and beautiful aesthetic, prioritise sex over sartorial considerations and, in some cases, leave out clothing entirely. The advertising for Ford’s refined collections, fragrance launches, and other lines, indicate that designers sell more than just their products — they build a style and vision. Ford’s vision consistently evoked wanting, seduction, and fantasy. After all, sex sells.

We’ve chosen ten of our favourite Gucci ads form the Tom Ford era that pushed boundaries of sex and fashion with strong, iconic images in the nineties and noughties.

Spring/Summer 1997

Renaud Tison by Mario Testino for Gucci Underwear.

 

Tom Ford

Spring/Summer 1997

Edward Fogg by Mario Testino.

 

Fall/Winter 1997

Carolyn Murphy, Angela Lindvall, and Gavin Matthews photographed by Mario Testino.

 

Spring/Summer 1998

Erin Cummings and Ryan Locke by Luis Sanchis and the atmosphere heats up.

 

Spring/Summer 1998

By Mario Testino.

 

Tom Ford

Fall/Winter 1999

By Mario Testino.

 

Spring/Summer 2001

We’re into the 00s and so it’s about time for the arrival of Queen Kate in this classic campaign from the lens of Inez and Vindooh.

 

Fall/Winter 2001

JR Gallison by Terry Richardson.

 

Fall/Winter 2001

JR Gallison by Terry Richardson.

 

Tom Ford

Spring/Summer 2003

The most famous – and controversial – Gucci ad of all time: it’s Carman Kass by Mario Testino.

What’s your favourite Gucci campaign? Stay with The Last Fashion Bible for all the latest fashion news.

TLFB Team

TLFB Team

The Last Fashion Bible is an interactive hub of fashion and lifestyle-related video content, featuring a mix of both international and local runway shows, editorials, interviews, how-tos and much more.

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