OFF the RACK | Inside the ReSee Archive, Episode 3
In this episode of OFF the RACK: Inside the ReSee Archive, we uncover how Tom Ford turned Gucci into the epicenter of sex, glamour, and cultural conversation in the ‘90s.
Inspired by the decadence of the 1970s Studio 54 scene, Tom Ford breathed new life into a sleeping giant. At Gucci, he introduced a sex appeal that hadn’t been seen since the ’70s—erotic, yet extremely sophisticated.
Plunging necklines, leather trousers, and velvet tuxedos recalled the sensual glamour of icons like Yves Saint Laurent and Halston, as well as the excess of old Hollywood. Ford’s vision drew on the unapologetic glamour of Elizabeth Taylor, the raw magnetism of Marlon Brando, and the gamine modernity of Twiggy, weaving them into a new code for the brand.
Never one to shy away from controversy, Ford embraced provocation as a creative tool. Collaborating with industry legends including Mario Testino, Carine Roitfeld, and Doug Lloyd, he redefined luxury as fearless, hyper-sexualized, and unapologetically modern. His imagery juxtaposed nudity and fetishism, creating a strong visual language that came to define the late 1990s and early 2000s. It magnetized celebrities such as Madonna, Gwyneth Paltrow, and Kate Moss, who embodied the brand’s seductive allure.
His campaigns and runway shows sparked debate worldwide. Some praised their audacious sensuality; others deemed them divisive or overtly provocative. But Ford was never chasing approval—he was dismantling convention. His portrayal of sexuality blurred boundaries and reshaped the cultural conversation around fashion.
By the time he exited Gucci in 2004, Ford had done more than revive a heritage house. He had transformed fashion itself.
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