The rumor that Gucci and parent company Kering would be appointing Alessandro Michele as the new Creative Director of the Italian luxury brand had been circulating for weeks, but was confirmed by all parties on January 21, 2015. Although Michele is lesser known in the industry, he has been heading the accessories design department for Gucci after having moved over from the accessories department of Fendi in 2002. In December 2014, Gucci announced a top-down shake-up after several quarters of flagging sales, and the brand’s CEO, Patrizio di Marco, and Creative Director, Frida Giannini, stepped down. Typically, and especially in the case of massive fashion companies like Gucci, a “celebrity” designer is sought to carry on the brand’s vision. However, Gucci chose to go in a completely different direction, tapping a relatively unknown designer who exhibits the right kinds of passion, aesthetics, and talent, rather than a larger-than-life personality. This could prove to be the right move for the brand in the long run.