Gucci was founded in 1921 by Guccio Gucci. In 1938, Gucci expanded and a boutique was opened in Rome. Guccio was responsible for designing many of the company's products. In 1947, Gucci introduced the bamboo handle handbag, which is still a company mainstay. During the 1950s, Gucci also developed the trademark striped webbing, which was derived from the saddle girth, and thesuede moccasin with a metal horsebit. Gucci achieves astounding global success and is named the most desirable luxury brand in the world (Nielsen company, 2007). Frida Giannini, formerly Creative Director of accessories, is named sole Creative Director in 2006. Exploring Gucci’s rich heritage and its incomparable craftsmanship capabilities, Giannini creates a unique vision for Gucci that fuses past and present; history and modernity. Key house icons are reinvented in a fresh new guise, including Flora, La Pelle Guccissima, the New Jackie, and the New Bamboo. The brand has outwears, bags, shoes, scarves, small leather goods,jeans, jewellery, belts, umbrellas, media cases, frams, sunglasses, watches, fragrance, wallets, neckwear, cufflinks, etc.