Guccio Gucci started selling fine leather goods with classic styling in 1920, and it grew into a thriving family business. The company switched to making handbags of cotton canvas rather than leather during World War II as a result of material shortages. The canvas, however, was distinguished by a signature double-G symbol combined with prominent red and green bands. Bamboo was first used to make handbag handles in 1947, and purses made with a shoulder strap and snaffle-bit decoration were introduced in 1960. The company had various troubles in the 70s and 80s until the new owner hired Tom Ford in 1990 to design a ready-to-wear line and his success resulted to appointment as creative director in 1994. Ford took the label into the stratosphere during the following ten years and his designs for Gucci are some of the most sought-after. In 2005 Frida Giannini took over the reins and the label’s success continued unabated. In 2015 Alessandro Michele was named as new Creative Director to enormous critical acclaim and resulting commercial success.