Tom Ford

Tom Ford at Gucci, 1994–2004 Gucci had been almost insolvent when Ford joined as its women's ready-to-wear designer in 1990. Promoted to creative director in 1994, he brought in velvet hipsters, skinny satin shirts and metallic patent boots, and his 1995 collection of white dresses with provocative cut-outs was an instant hit. He hired Carine Roitfeld and Mario Testino for the advertising, and the sex appeal was the strategy. Sales rose 90% between 1995 and 1996. He left in April 2004 after failing to agree with the new owner over control of the group, which by then was valued at $10 billion. Most later turnarounds are measured against this one.