Before there was Gucci by Alessandro Michele, there was the world of Gucci by Tom Ford. For those of us who grew up in the 90s and 00s, Tom Ford’s objective to make Gucci a house that was daring, s*xy and provocative remains nothing short of a legacy.

The controversial and NSFW “G” campaign, captured by Mario Testino, promoted the brand’s S/S ’03 collection. Supermodel Carmen Kass’s cr*tch was the star of the show; there were calls for the campaign to be banned, which Ford blithely ignored, and we can only assume sales of body oil skyrocketed. S*x, it turned out, did sell, and the campaign was a success story for the brand.

The 90s was big on s*x. It was the era of s*x appeal and supermodel culture, and paved a new way of power dressing for women. In these campaigns, Tom Ford unapologetically (and quite literally) took on “s*x sells”, having some of his provocative campaigns even banned throughout the UK.

Whatever your stance, we cannot deny that the collaboration between Tom Ford and Mario Testino perfectly captures the spirit of its era.