That vision, and the designer's incredible talent, will be awarded with the International Designer Award at the British Fashion Council's awards ceremony on November 23, the council has just announced.

"Alessandro Michele is a phenomenon at Gucci," Natalie Massenet, chairman of the British Fashion Council, enthused. "His exciting, eclectic aesthetic has made an overnight impact on global fashion trends. It is not just that he has made the brand covetable and the product so desirable. He has also reinvigorated the retail experience, bringing back playfulness and magic to the flagship store."

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Michele has shown four collections since he was named creative director, each one more skilfully rendered and fantastically whimsical than the last. He's done what many before him have struggled with - take a heritage brand and make it relevant and exciting, while paying tribute to its signature. Case in point: the classic GG-print Dionysus bag, which Michele has so far emblazoned with bejewelled lightning bolts and honey bees. Sounds crazy, but it works.

All hail Alessandro Michele: the Gucci creative director gets top gong

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