As a child, Frida Giannini thought she would have kids and live an inconspicuous life, but that’s not exactly how things turned out. Ever since she was hired as a designer for Italian fashion house Gucci in 2004, the modest and levelheaded Giannini has constantly been in the spotlight. This has only intensified now that she is a creative director and has the daunting task of coming up with new collections time and again, catering to many different markets in these globalized times. How does a relatively young designer manage to stay afloat in a world where money is as important as creativity, especially when that designer is so averse to glamour and power? Director Christina Voros follows Giannini behind the scenes for a full year. We see the protagonist in creative sparring sessions with dressmakers and other designers during the development and presentation of a new collection and on a trip through Asia, where people have also discovered the charms of European haute couture. In three acts, the film paints a detailed picture of the Italian fashion house, with beautiful stories and archive footage from the past, recordings from its turbulent present, and Giannini’s plans for her professional and personal future.
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