Gucci, the Italian fashion house founded in 1921, has been going through a transformation. In 2015, the company appointed Marco Bizzarri to be CEO and he, in turn, brought on Alessandro Michele to be creative director. Together they transformed the company from a dusty, imperious designer label to a hip, modern brand beloved by millennials. Michele has brought an edgy, maximalist look to his new collections, weaving together a wild array of inspirations from Greek sculpture to Renaissance dress to '80s street style. The brand has focused heavily on social media by collaborating with popular artists and influencers who have styled Gucci products in fresh new ways. To launch its watch collection, it created a cheeky meme—#TFWGucci (thanks for watching Gucci)—that effectively made fun of itself. All of this has caused a spike in revenues, particularly among millennials, who now make up half of all the brand’s sales.