Creative Director of Gucci since 2005, Frida Giannini is known for her unique talent and distinctive contemporary vision, which combines the values of traditional artisanal skills with the very latest developments in fashion technology. The combination of her skills has proven to be a powerful asset for Gucci, as is witnessed by her consistent ability to design collections that not only influence global fashion trends, but also are highly successful at retail. Giannini has been instrumental in repositioning the universe of Gucci beyond design. Not only has she developed the architectural and interior environments for Gucci’s store concept, she also conceived the Gucci Museo, a destination in the House’s birthplace, Florence, that opened during Gucci’s 90th anniversary in 2011. Giannini’s broadening profile has also allowed for increased activity for Gucci in the area of social responsibility, a personal commitment that the designer has turned into a passion for the company. Now in its ninth year, the partnership that Giannini established for Gucci with UNICEF has raised over 18 million US dollars to date. It was Giannini’s work with UNICEF that became the inspiration for her ambitious CHIME FOR CHANGE campaign for girls’ and women’s rights, which she co-founded in 2013 with Salma Hayek Pinault and Beyoncé Knowles-Carter. Through its crowd-funding partner Catapult, to date CHIME FOR CHANGE has raised over 5 million US dollars, fully funding 310 projects in nearly 80 countries through 101 non-profit partners.