Fashion moves fast, but some stories never disappear. They show strength, new starts, and the bold will to rise again. These are the phoenix brands.
Luxury fashion has many warning stories. Still, sometimes a brand almost dies and then returns stronger and brighter than before. These comebacks shape culture and prove that clear vision and steady drive can beat any problem.
Gucci: From Family Fights to World Power
For decades, Gucci was known for Italian skill and rich style. Founded in Florence in 1921, the brand sold horse-inspired leather bags and spoke to the travel life. By the late 1980s and early 1990s, it was close to bankruptcy. Family fights, bad licensing deals, and a weak image hurt its good name.
Image: A classic early Gucci piece.
The big change came when Domenico De Sole became CEO and Tom Ford took over as Creative Director in 1994. Ford brought a bold new look: sexy, shiny, and proud. By the mid-1990s his work changed luxury. He removed old ideas and added sexy cuts and sharp suits. The comeback used strong marketing, smart buys, and a full style change that spoke to new luxury shoppers.
Image: Top — Tom Ford’s game-changing vision; Bottom — Gucci today.
Burberry: From Dusty Coats to Digital Fame
For over a century, Burberry was known for the trench coat and its check pattern. By the late 1990s the check was everywhere, copied by many and linked to unwanted groups, so sales fell hard.
Image: The timeless Burberry trench coat.
The turnaround started in 2006 when Angela Ahrendts became CEO and Christopher Bailey led the design team. They used a multi-step plan: strictly stopped bad licensing, raised product quality, and used new digital tools. Burberry led live-streamed shows, social media, and rich online experiences. From 2009 to 2013 it was a digital leader. With a fresh story and a bold online face, Burberry lost its old image and became a top luxury name again.
By Hikmat Mohammed
Ksenia Schnaider: Rebuilding Ukrainian Fashion the Green Way
The Ukrainian fashion scene is lively but has faced many hard times lately. Still, Ksenia Schnaider rose to world fame by pushing new ideas and green methods. Started by Ksenia and Anton Schnaider, the brand earned praise for early work with up-cycled denim, long before “sustainable fashion” was common.
Their strength shows in how they adapt and keep creating during hard times in Ukraine. They focus on careful production, local skill, and unique design. Their “demi-denim” jeans, made by joining two vintage pairs, became an instant hit, worn by stars like Bella Hadid and Dua Lipa. The story proves that clear vision, fair methods, and turning limits into style can build a special brand.
These comeback stories are more than business lessons; they remind us that real greatness often grows from hard times. They show that change is not just good — it is needed. And being true, mixed with courage, can spark big change.
Perhaps it's our turn to rise?
