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Gucci's most iconic images from the campaigns of the past 20 years

A photo journey

Gucci's most iconic images from the campaigns of the past 20 years A photo journey

Sex. Glamour. Normcore. From Tom Ford to Alessandro Michele, passing through Frida Giannini. Twenty years of Gucci. Twenty years of clothes, accessories and especially of strong, iconic images.

There are the provocative and hyper sexy campaigns of the 90s, those of the Ford-Roitfeld golden couple, but also the glamorous ones full of Hollywood stars and a hint of boho by lady Frida, up to Michele's genderless opulence.

While the British Fashion Council elects the new creative director best talent of 2015, we give our awards to the best campaigns which made Gucci a world-renowned fashion house.

Take a look!


Pre-fall 2015: Gucci goes Normcore. For his fall campaign Alessandro Michele chooses photographer  Glen Luchford and stylist Joe McKenna. It 's brand a new vision, starring reality and daily sceneries.

Resort 2013: Hirohiko Araki. Giannini collaborated with the famous Japanese designer for Jolyne, Fly High with Gucci, a mini-manga that told the story of Jolie Kujo, a young student who, having inherited a vintage Gucci accessory from his mother, embarks on a lysergic journey into the past.

2012: Forever Now. Gucci celebrates the iconic pieces of the brand. Frida Giannini chooses Peter Lindbergh as photographer and Charlotte Casiraghi as muse.

SS08: Hysteria Collection. Lily Donaldson seduces a knight wearing a shining armour for Gucci.

2009: Flora by Gucci. Shot by renowned fashion photographers Inez van Lamsweerde and Vinoodh Matadin with model Abbey Lee Kershaw as testimonial, the Flora by Gucci fragrance campaign focuses on the ideals of feminine strength and beauty.

SS04: Pubic Enemy. Gucci upsets the fashion industry with this Mario Testino shot and the allusive "G" of Louise Pedersen. It's a scandal. Published first in the February 2003 issue of Vogue, the photo is accused of vulgarity and denigrating women.

SS01: Queen Kate. Just the model would have been enough. Inez Vindooh and behind the camera did the rest.

FW01: Is that a gun in your pocket, or are you just glad to see me? The photographer is Terry Richardson, the shots are sexy, strong, suggestive, especially the male ones.

SS98: That's hot. Erin Cummings and Ryan Locke by Luis Sanchis and the atmosphere heats up.

FW96: The perfect couple. Georgina Grenville and Ludovico Benazzo, in tuxedo and fur, by Mario Testino.