Gucci. Just the name conjures up images of "la dolce vita" -- Cinecitt stars strolling on the Via Condotti; Jackie O and her signature bag; the Studio 54 chant "Halston, Gucci, Fiorucci"; Tom Ford's sexy, minimalist era, during which stars and socialites lined up to wear his clothes; and now the fresh and joyous vision of Frida Giannini, the line's new creative director.

"Gucci by Gucci" opens the fabled house's archives for the first time, bringing together -- in the form of bags, clothes, accessories, and a dazzling cache of documentary photographs -- the history of the Florentine family-owned saddler that has imprinted its name on the fashion consciousness. Both a history of the company and a glorious visual exploration of its far-reaching influence, the book is a treat for the collector and the fan.