Giannini studied fashion design at Rome's Fashion Academy.
In 2004, Giannini was appointed to head women's accessories when Tom Ford departed the company. At the time, Gucci stores focused its inventory on the "GG" monogram canvas bag. Giannini attempted to change Gucci's style from Tom Ford's designs by drawing from Gucci's heritage. Based on the 1960s Grace Kelly scarf, she developed the "Flora" collection of colorful bags. The collection was not well received by critics. In 2006, Women's Wear Daily commented: "Trends do not start here." However, Flora proved to be Giannini's first commercial success and she applied the style to other accessories including ballet shoes. In 2006, Giannini was promoted to Creative Director for the entire Gucci label.
Giannini continues to design from heritage. For example, the 2010 Winter Men's line was noted for influences from Gucci's equestrian history. However, Giannini says, "I don't think it is a nostalgic collection, but heritage is good for me—going back to the archives, but looking forward to the future."
On December 12, 2014, KeringSA announced Frida Giannini and Patrizio di Marco will be leaving the company. Giannini plans to see the fall/winter collection through to the Milan Fashion Week and will depart in February 2015. The company has yet to announce her successor.
- Sowray, Bibby (May 11, 2011). "Frida Giannini". British Vogue. Retrieved October 24, 2011.
- Passariello, Christina (September 21, 2010). "Gucci Unpacks 'La Dolce Vita'". The Wall Street Journal. Retrieved October 24, 2011.
- Menkes, Suzy (January 18, 2010). "The Calm After the Storm". The New York Times. Retrieved October 24, 2011.
- Milligan, Lauren. "Giannini And Di Marco Both Leave Gucci". Vogue. Retrieved 12 December 2014.
- Gahan, Dave. "Frida Giannini". Interview Magazine. Retrieved October 24, 2011.